Publicis USA

Published on .

2004 Rating: 2 stars

The essence: Last year, David Droga, worldwide chief creative officer, who arrived at the Publicis Groupe agency in mid-2003, began moving the needle as Publicis Worldwide, long ignored in creative circles, quadrupled the number of awards it picked up at Cannes the year before. In business terms, Publicis USA claims it was the best-performing region in the network, posting the largest revenue increase through new-business wins, existing-client growth and the acquisition of Bromley Communications to create the largest Hispanic agency in the U.S. Despite the forward movement, Mr. Droga, formerly executive creative director at sibling Publicis agency Saatchi & Saatchi, London, though steadily improving the U.S. agency's reel, still needs to prove himself by netting his agency a major new-business win.

Net growth: Publicis picked up new accounts with Zurich Financial Services and Sanofi-Aventis, while seeing organic growth from Procter & Gamble Co., L'Oreal and Whirlpool Corp.

management: After hiring President-CEO Gil Duff to head its N.Y. office, Publicis further streamlined the office's creative leadership by creating a roving creative team led by Mr. Droga, who is already reforming the network's creative staff.

Creative quality and effectiveness: The "very funny" campaign for Time Warner's TBS Superstation was, well, very funny and the T-Mobile "Get more" advertising/PR blitz was effective. Still, more is expected from Mr. Droga, who brings with him massive expectations from an award-winning portfolio.

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