Publicis Modem in digital reshuffle

Publicis is realigning all of its digital operations under the Publicis Modem brand. Modem director Tom Poynter and Publicis Dialog’s head of interactive Sebastian Dreyfus have been made joint managing directors of Publicis Modem London as part of the restructure.

The group previously offered digital services under both the Modem and Dialog brands. It was suggested earlier this year that Dialog would be subsumed into Modem, but Dialog will continue to operate as a direct marketing and sales promotion specialist.

Publicis Groupe created Publicis Modem as a global digital network in May this year. At the end of last year, it bought digital and direct marketing agency Digitas – of which Modem Media was a part – for $1.3bn (£600m). Former Modem president Martin Reidy is now chief executive of Publicis Modem and Publicis Dialog.

Publicis Worldwide chief operating officer Richard Pinder, who is also chief executive of Publicis UK group, says: “We created Publicis Modem to offer best-in-class digital marketing, and now we are properly aligning our assets and brands in the UK, as we are doing around the world.”

Pinder adds that the move will allow Publicis Dialog to focus on major direct clients such as Citibank.

Dreyfus joined Publicis Dialog to run the CRM and online EMEA team in 2005, while Poynter has been with Modem since 2003.

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