"Every success is even more beautiful if you can build on it in the future"

Publicis leads the LSA Agency Ranking 2022 twice. Where are the various Publicis units headed? And what homework does the agency group have to do? In an interview with Werbewoche.ch, Publicis Group CEO Alexander Haldemann looks to the future.

Advertisingweek.ch: Alexander Haldemann, Publicis took first place twice in this year's LSA agency rankings: Publicis Communications is LSA's most profitable agency; Publicis Groupe is ranked as the agency group with the highest gross operating income (Werbewoche.ch reported). What do these ratings mean - on the one hand for the agencies and the Group, and on the other for you as CEO?

Dr. Alexander Haldemann: We are very pleased with this result. Honor and thanks are due to all our colleagues and employees. They are at the origin of this success. I am delighted with what we have achieved together. At the same time, we know that every ranking is a snapshot. And every success is even better if we can build on it in the future. That's why we're tackling the tasks ahead of us together with equal amounts of energy, heart and mind. I look forward to everything that comes.


You are two years ago You started your tenure as CEO in a difficult position: there were internal challenges, and then there was the pandemic. In retrospect, what were the most important measures you took to put the Group in the position it is in today?

Every change brings challenges. It was particularly important to us to position the agencies independently. This allowed us to create the freedom for each agency to realize its full potential and be successful. This is also the basis for good cooperation within the Group. And we live a culture that focuses on what we have in common.


With the acquisition of Notch, you have strengthened your digital expertise. Now Notch is also part of the Digitas network - what does that say about the future focus of the agency?

The team at Notch is a good example of an independently clearly focused agency. It has strengthened its ambition this year, positioning itself as an agency that seamlessly combines the best of strategy, UX design and technology. As part of the Digitas network, Notch also opens doors to over 4,000 digital specialists around the world. Our customers in Switzerland can benefit from an enormous amount of know-how and experience. Our goal is clear: Notch should become the reference in the Swiss market for digital marketing and the holistic customer experience in the next few years.


How and where did you most clearly feel the "Power of One" proclaimed as a maxim by Publicis - perhaps also with regard to the LSA ranking? Were there any highlights here that you particularly like to think back on?

We feel the "Power of One" every day - in the interplay of disciplines, in inter-agency projects, or in daily personal encounters with our colleagues. Personally, I really enjoy learning something new every day through this form of togetherness. This Power of One has become part of our DNA. It's our new modus operandi.


What are your plans for the near and medium-term future of the Group? Where do you want to get more involved - and what is important to you?

It is our clear aspiration to continue actively shaping the future of our industry. To do this, we need the best talent. And this is precisely where we still have homework to do. To ensure that we continue to be successful and grow in the future, we need to be the place for the best talent. We need to be the best in order to attract the best. It is crucial that we position and present ourselves even more strongly and clearly as an attractive employer in the future.


At the end of the interview - and to celebrate the ranking - you are allowed to make a short "pitch": What does Publicis Groupe in Switzerland offer potential or existing clients that others cannot?

There are many agencies and agency groups in Switzerland - and many have particular strengths. Our claim is to combine a large variety of competencies: Communications, Media, Digital, Branding, Data, Technology and Production. In Switzerland, we have over 300 specialists. At the same time, we are closely connected with 96,000 colleagues in over 100 countries around the world. With our "Power of One" strategy, our customers have easy access to the entire range of services offered by our agencies. And it is up to us to live up to this claim.

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