Changes in the agency model to meet new demands from clients has been expected and was predicted in Marketing Week’s feature Remodelling The Agency Relationship last year.
The article included a study by GyroHSR based on interviews with marketers that showed clients need agencies to work on continuous engagement strategies and this is best served by integrated agency models.
Publicis will merge Kitcatt Nohr and Digitas in the UK to form Kitcatt Nohr Digitas, which will be part of the VivaKi network.
The initiative follows Publicis Groupe’s acquisition of DM agency Chemistry Communications, which is being merged with Publicis Dialog, last month.
The integration allows Kitcatt Nohr, a specialist in direct marketing, to tap into the resources of Digitas’ expertise in digital interactive engagement and CRM management.
The new agency’s management will be led by CEO Marc Nohr and chief creative officer Paul Kitcatt. They report to president of Digitas international Stephan Beringer.
Publicis Group says: “The combined operation will create a robust, full-service offering that includes: full creative services, media planning and ideation, technology and innovation, specialised skills in digital marketing, brand communications , CRM, content and social media.”
The combined client list includes companies such as John Lewis, Lexus, Procter & Gamble, Samsung and Toyota.