A New Group Twist at Publicis Groupe: "One Neck to Choke"

Advertising Age is reporting that Publicis Groupe is giving some top clients who work use multiple disciplines within the agency network, a single point of contact. Under the plan, staffers who work on major accounts will report to the executive designated as the account lead. For instance, workers at Publicis shops Leo Burnett, Starcom, Arc and Digitas who handle work on the Kellogg account will all report to Leo Burnett EVP John Sheehy, and will relocate to a dedicated office space.

Leo Burnett Exec VP John Sheehy calls it "One Neck to Choke.'" While not the most positive of outlooks for the plan, I get his point.

This structure makes complete sense to a client, as long as the agency executive in charge gives equal respect to each discipline, and that the individual disciplines feel well represented (and compensated).

I've seen this work well when strategy wins over individual group P&L and ego is left in the War Room.