Publicis Media has announced the launch of a global practice dedicated to spearheading a comprehensive capability spanning commerce strategy, media and marketplace investment, as well as content and merchandising.
The new practice, called Commerce, will be led by Ali Nehme (pictured above), who was formerly president of commerce and innovation for Publicis Media EMEA.
In this new role, Nehme will be responsible for accelerating commerce capability and talent and unlocking new client opportunities.
He will lead a team of dedicated regional commerce leads in the Americas, EMEA and APAC regions, and also deploy an agency-embedded talent model with commerce leads directly managing client strategy and implementation.
Together, this group of experts will focus on three key areas:
- Strategy and acceleration: understanding of the shopper needs and journey to identify and drive the areas of growth; hclients manage the complexity of their direct-to-consumer (D2C) sites and e-retailers.
- Media and investment: planning and linking media to commerce, allowing investment recommendation and management between the brands D2C sites and e-retailers.
- Content and merchandising: managing and elevating the product presence on the e-retailers through content design, production and optimisation to improve brand visibility and consumer experience.
The capability will be part of an end-to-end solution within Publicis Groupe spanning Publicis.Sapient and Publicis Communications to bring together technology infrastructure, media and creative into a single offering.
Publicis Media CEO Steve King said: “Commerce is a massive growth opportunity for our business and the industry at large.
“Ali’s deep expertise and experience guiding commerce strategy and capabilities for key agencies and their clients will help us effectively lead and manage the intersection of media and commerce to maximise brand sales online and across marketplaces.”
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