Publicis USA is overhauling its strategy-planning department, announcing a raft of hires with various backgrounds and new structure with an eye to better understand consumers.
But what might sound like a game of agency musical chairs and buzzword bingo already has buy-in from one major marketer...
"The strategic and planning industry needs a revamp," Susan Gianinno, chairman-CEO of Publicis Groupe's North America arm, said in an interview. "It's not well-equipped to understand people today."
Amid the rise of user-generated content, "we think the next area we should be focusing on is consumer understanding," Ms. Gianinno said.
"The need for deeper, and more relevant, insights into today's consumer has become more important than ever"!!!
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