Publicis Groupe ANZ has launched Le Truc, a creative collective designed for ambitious, multidisciplinary engagements that go beyond the structure of traditional advertising models. It will work in close partnership with the Groupe’s ANZ agencies.
Originally founded in New York as a centre of excellence where creativity, strategy, media, data and technology operate as one, Le Truc now brings that philosophy to Australia and New Zealand with a distinct local lens. Comprised of an elite team of creatives who add firepower to briefs across Publicis Groupe’s network of agencies, the name Le Truc comes from the French term “the thingamajig”—capturing the spirit of ideas that only emerge when diverse minds work together.
“Le Truc was created to unlock possibilities that do not fit neatly into one discipline. And to break the model and give opportunities to creatives who don’t necessarily fit into a traditional agency department… hence our name Le Truc – ‘The Thingamajig’. ANZ has the talent, the clients and the ambition to take this model somewhere new,” said Andy Bird, founding partner and chief creative officer at Le Truc.
Le Truc ANZ will be led by Dave Bowman, chief creative officer of Publicis Groupe ANZ, alongside executive creative directors Katrina Alvarez-Jarratt and Iain Nealie.
Katrina Alvarez-Jarratt is a creative leader recognised at Cannes Lions, D&AD, One Show, AWARD Award and Spikes Asia for work across innovation, behaviour change and digital craft. She brings a strong instinct for culturally powerful ideas that also drive commercial impact.
“Clients want partners who can help them make category-defining moves. Le Truc is built to deliver that without the usual constraints,” she said.
Iain Nealie returns to Publicis Groupe after more than a decade at Google APAC, where he led regional innovation initiatives and developed new creative products, prototyping frameworks and technology-enabled brand platforms.
“It’s great to be back. Le Truc offers the kind of opportunity creatives dream about. The speed of a startup, but with the talent and capabilities of the entire Groupe behind you,” Nealie said.
Bowman noted that Le Truc strengthens the Groupe’s ecosystem.
“Le Truc is a shapeshifting creative collective that brings different thinkers together to solve problems requiring a new kind of approach. It adds firepower without stepping on toes and opens the door to new types of work.”
“The shape of this collective will help Publicis Groupe ANZ unlock exponential creative opportunities for our clients and agency brands, giving us another format to bring creativity to our clients’ business challenges,” added Publicis Groupe ANZ CEO, Michael Rebelo.
Le Truc ANZ will collaborate across all Publicis Groupe agencies to deliver new forms of creative innovation and ambitious brand experiences that push categories – and the region’s creative capability – forward.
