Publicis Worldwide announced last week that they are developing La Maison, a new luxury marketing platform. The new venture teams Publicis with Google (for unique technology) and Conde Nast (for content). Together these partners plan to harness data insights, better understand device and channel use while also engaging customers through relevant content. This new platform would then fuel selected Publicis roster agencies with propriety insights to leverage luxury brands globally.
Publicis' model seems attainable. The proof will be whether they actually produce unique and market appropriate insights for their roster agencies, and whether those agencies translate these insights into rich brand experiences to drive sales. While LaMaison may engage customers with content and learn about behaviors, will the communication shift of knowledge to a roster agency produce viable results?
This type of super-tent over the luxury marketplace raises the question of whether large regional agencies, or those agencies without deep pockets, can compete in winning luxury brands' accounts. In the era of scarce dollars for business development, it's always a consideration in responding to and pursuing a luxury brand opportunity.
There are five considerations agencies should weigh in deciding to pursue a luxury brand.
Leveraging existing data. Despite the propriety claim on data noted... Read more