Publicis USA

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2003 Rating: 2.5 stars

2002 Rating: 2.5 stars

December was a wake-up month for Publicis USA. Till then, with the exception of Dave Droga's arrival midyear as global executive creative director, the Publicis Groupe agency was almost non-existent on the new-business front. Then last month, Publicis USA helped bring in two new accounts: Procter & Gamble Co.'s Intrinsa, a women's sex drug estimated at $100 million, and Sanofi -Synthelabo, the French drug giant that consolidated its $245 million global account with Publicis Groupe.

Smaller wins helped. Publicis, Seattle, gained Coinstar, a marketer of coin-counting machines with billings of about $5 million. And Time Warner's TBS Superstation assigned its $15 million to $20 million cable network to the New York office, along with independent Cliff Freeman & Partners. Despite these wins, Office Max left the New York office in May with its $40 million account.

While agencies are prevented from discussing revenues, Publicis claims its figures have doubled. That's partly due to marketers that which arrived from D'Arcy Masius Benton & Bowles and partly a result of Allied Domecq, which parked 10 brands at Publicis after splitting with Cordiant Communications.


Publicis USA is set to reveal new work for P&G's Charmin during the Super Bowl. Publicis Groupe President-CEO Maurice Levy is also trying to add firepower to the agency's marketing services in the shape of Publicis Dialog.

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