Publications
Publications
- February 2009 (Revised March 2009)
- HBS Case Collection
Publicis Groupe 2009: Toward a Digital Transformation
By: Rosabeth M. Kanter and Matthew Bird
Abstract
After a series of acquisitions, Maurice Levy, the Chairman and CEO of Publicis Groupe, had created the fourth largest marketing and communications company in the world. His next major challenge was managing the firm's digital transformation. In December 2006, the company acquired Boston-based Digitas, a leading digital agency headed by David Kenny. After the initial merger, which included the unbundling of Digitas capabilities and the global expansion of its agency network, Publicis Groupe launched VivaKi, a new company-wide digital platform, to spearhead the firm's total transformation. But since the June 2008 launch, the global economy had taken a turn for the worse. Could Levy, Kenny, and other leaders change the holding company quickly and effectively enough to make the new model work?
Keywords
Mergers and Acquisitions; Transformation; Financial Crisis; Globalized Firms and Management; Leading Change; Organizational Change and Adaptation; Expansion; Information Technology; Advertising Industry; Communications Industry
Citation
Kanter, Rosabeth M., and Matthew Bird. "Publicis Groupe 2009: Toward a Digital Transformation." Harvard Business School Case 309-085, February 2009. (Revised March 2009.)