NEW YORK: Publicis Groupe's decision to eliminate the D'Arcy ad agency brand will have no immediate impact on its PR agency structure, but could mean more PR work for MS&L with key client General Motors.
In eliminating D'Arcy, Publicis said it would create a new, as-yet-unnamed communications organization to work with GM. "The new organization will truly be impartial to the marketing solutions for GM business. Disciplines including public relations, advertising, promotion, internet, and all other marketing specialties will be led by this new integrated organization," Publicis stated in an announcement.
Lou Capozzi, chairman and CEO of MS&L, said, "We think this is very exciting news for MS&L, and PR in general."
He interpreted Publicis' statement to mean PR would play a larger role in GM's overall marketing mix. "This move shows a great deal of respect to the contribution that PR can make to the marketing mix," he noted.
GM will continue being serviced by MS&L's Detroit operation, Hass MS&L, Capozzi said. That office will work with the new Publicis organization through the formation of strategy and creative teams. Other MS&L offices around the world will also continue their work for GM, the agency's largest client.
The decision to close D'Arcy was the first major move by Publicis Groupe chairman and CEO Maurice Levy since the group's takeover of Bcom3.