After losing several major accounts in the U.S. including Walmart, Publicis agencies (which include Starcom Media Vest, Zenith Optimedia and Spark) are in the midst of a major reorganization which includes changing responsibilities for their leading executives. The reorganization includes key positions in the media buying units targeting the multicultural/U.S. Hispanic market.
Monica Gadsby, who until recently led Starcom throughout the Americas, has just been appointed Chief Executive Officer of Publicis One in Latin America. Publicis One is the global communications enterprise that unites all Publicis Groupe agency brands’ capabilities and expertise under one roof in about 50 countries (excluding the U.S.).
Another executive who left the Publicis Media U.S. organization is Guillermo”Memo” Abud, VP Digital Director, Mediavest 42° in New York City, who a few weeks ago joined Batanga Media as Head of Global Business & Programmatic.
A spokesperson at Publicis tells Portada that “multicultural structures within Publicis Media in the US are being finalized and will be announced soon.” What we do know for now is that Tim Jones, Regional CEO for the Americas of Publicis Media, is also overseeing multicultural markets.
In addition, it also was recently announced that there will now be four conglomerates operated by Starcom, Zenith, Mediavest Spark and Optimedia Blue 449, which will continue to deliver advertising services to its clients around the world. This means that Optimedia is merging with Blue 449 and Mediavest with Spark.[Ctahcb]