After a series of acquisitions, Maurice Lévy, Chairman and CEO of Publicis Groupe, created the fourth largest marketing and communications company in the world. His next challenge was managing the digital transformation of the company. In December 2006, the Company acquired Boston-based Digitas, a leading digital agency headed by David Kenny. After the initial merger, including the separation of Digitas and the global expansion of its branch network, Publicis Groupe launched VivaKi, a new digital platform across the enterprise, spearheads of the transformation Total society. But since the launch in June 2008, the global economy took a turn for the worse. Levy, Kenny, and other leaders holding could change quickly and efficiently enough to run the new business model?
by
Rosabeth Moss Kanter,
Matthew Bird
Source: Harvard Business School
24 pages.
Date Posted: February 11, 2009. Prod #: 309085-PDF-ENG
Publicis Groupe in 2009: towards a solution for the case of digital transformation
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