Why Publicis' Rishad Tobaccowala thinks the ad giant will prevail

{1} 阳狮以44亿美元收购Alliance Data的Epsilon，使该机构巨头与其客户更相关，Publicis的首席增长官Rishad Tobaccowala，他说，法国控股巨头五年前开始将创意，技术和数据结合起来，并在周二的Luma Partners数字媒体峰会上发表讲话。而Tobaccowala承认咨询业在市场营销中的重要性日益增加，他驳回了S4，马丁索瑞尔爵士的新合资企业，称其“太小，太窄，昨天也是如此。”访问Business Insider的主页了解更多故事。上个月，法国广告控股巨头阳狮宣布，它正在斥资44亿美元收购Alliance Data的Epsilon营销部门将加强其数据能力，并扩大其在北美的数字业务。这一举措使公司与其客户更加相关，Publicis的首席增长官Rishad Tobaccowala说，与前GroupM执行官谈话周二在纽约市举行的Luma Partners数字媒体峰会上，Rob Norman说道。“第一方数据非常重要，我们的客户需要采取一些措施来平衡我认为不公平的权力平衡，”Tobaccowala说。 “我们大多数人都希望 - 如果我们能够正确执行 - 变得与我们的客户更相关。”阳狮和其他巨型广告控股公司试图通过收购数据公司来对抗Facebook和谷歌的主导地位，例如IPG收购Acxiom几年前，Dentsu收购了Merkle.Publicis因五年前开始结合创意，技术和数据而处于有利位置，Tobaccowala说。添加像Epsilon和Sapient以及Digitas这样的机构将帮助Publicis服务于客户更广泛的业务目标。“我们已经经历了重新组织我们的组织，改变激励机制，让人们流动并带来新人才等可怕的东西 - 这真的非常真实很难，”他说。 “存在执行风险但我喜欢我们的机会。”Tobaccowala承认，埃森哲，德勤和凯捷等咨询公司正在侵占广告代理商。但他对S4资本不屑一顾，这是由前WPP首席执行官马丁·索瑞尔爵士推出的新企业，目的是建立一种新的营销服务公司在技术，数据和内容的支持下。阅读更多：Sir Martin Sorrell说广告业让他想起了“燃烧的人”，应该接受“激进的改变”“我们永远不会估计你的老板，但是S4太小了”太过狭窄，昨天也是这样，“Tobaccowala说，Norman问他对S4的看法。”我宁愿基本上是埃森哲或阳狮而不是S4。“Business Insider要求Sorrell发表评论，但没有回复发布时间。对于大型科技公司，Tobaccowala呼吁Facebook，称它在短期内造成了最大的损失。虽然谷歌，亚马逊和微软已经准备”影响更大“，据他说，贝他们投资的不仅仅是广告和数据，还包括云计算。”他们基本上了解未来不仅仅是数字化，而是跨线和在线，他说。 {1}{0}{1}

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.The French holding giant is well-positioned because it started to combine creativity, technology, and data five years ago, he said, speaking at Luma Partners' Digital Media Summit on Tuesday.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.”Visit Business Insider's homepage for more stories.Last month, French ad holding giant Publicis announced that it was shelling out $4.4 billion to acquire Alliance Data's Epsilon marketing unit to bolster its data capabilities and expand its digital business in North America.That move makes the company more relevant to its clients, Rishad Tobaccowala, Publicis' chief growth officer, said, speaking to former GroupM executive Rob Norman at the Luma Partners' Digital Media Summit on Tuesday in New York City.“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 and other giant ad holding companies have tried to fight the dominance of Facebook and Google by acquiring data companies, examples being IPG acquiring Acxiom and Dentsu buying Merkle a few years ago.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.“We have gone through the terrible stuff of rewiring our organization, changing incentive systems, moving people around and bringing new talent — that's really, really hard,” he said. “There's an executional risk, but I like our chances.”Tobaccowala acknowledged that consultancies like Accenture, Deloitte and Capgemini were encroaching on ad agencies. But he was dismissive of S4 Capital, the new venture launched by former WPP chief Sir Martin Sorrell that aims to build a new type of marketing services company on the back of technology, data and content.Read More: Sir Martin Sorrell says the advertising industry reminds him of Burning Man, and should embrace 'radical change'“We would never estimate your old boss, but S4 is too small, too narrow, and too yesterday,” said Tobaccowala, asked by Norman what he thought of S4. “I'd much rather basically be Accenture or Publicis than S4.”Business Insider asked Sorrell for comment, but hadn't heard back at the time of publication.On the big tech players, Tobaccowala called out Facebook, saying that it was causing the most damage in the near-term. While Google, Amazon and Microsoft were poised to be “far more dramatically impactful,” according to him, because they invest in not just advertising and data, but the cloud.“They basically understand the future isn't only digital, it's across offline and online,” he said.

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