Publicis' Rishad Tobaccowala acknowledged the growing importance of consultancies in marketing, but dismissed S4, Sir Martin Sorrell's new venture.
Publicis' $4.4 billion acquisition of Alliance Data's Epsilon makes the agency giant more relevant to its clients, Rishad Tobaccowala, Publicis' chief growth officer, said.
While Tobaccowala acknowledged the growing importance of consultancies in marketing, he dismissed S4, Sir Martin Sorrell's new venture, calling it"too small, too narrow, and too yesterday." "First party data is going to be extremely important, and something that our clients are going to require to balance out what I think is an unfair balance of power," said Tobaccowala."Most of us are going to hopefully — if we can execute correctly — become more relevant to our clients."
Publicis is well-positioned because it started to combine creativity, technology, and data five years ago, said Tobaccowala. Adding businesses like Epsilon and Sapient and agencies such as Digitas will help Publicis serve clients' broader business goals.
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