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TRIPLE PLAY: Publicis Worldwide is teaming up with Google and Condé Nast to launch La Maison (or “the house” in English), a new service that aims to provide consumer insights, content and technology for luxury brands, “as competition shifts to new markets and digital channels.”
“La Maison marries our expertise and heritage in luxury marketing services with our unique technology and content partnerships to provide clients with a platform to understand and reach globally the most prized consumers,” Arthur Sadoun, chief executive of Publicis Worldwide, said in a joint statement today with the tech giant and the publisher.
Google insights is to include data showing digital habits of affluent consumers, breaking down activity by desktop, mobile and tablet devices, analyzing YouTube video consumption and search query trends on luxury brands, while the Condé Nast Media Group’s Branded Content team is to consult and create licensed editorial content to La Maison clients.
“Our content is widely recognized as best-in-class and we are looking forward to bringing our expertise to even more luxury brands,” said Lou Cona, chief revenue officer of Condé Nast and president of Condé Nast Media Group. The publisher is also to give access to its archives.
Through its agencies Publicis 133, AR New York and Publicis EtNous, the Publicis advertising group has a current roster of clients in the luxury sector of over 40 brands including Cartier, Lancôme and Jimmy Choo.
Charles Georges-Picot, ceo of Publicis 133, is to head up La Maison while Raul Martinez, Vogue USA design director and co-founder and chief creative officer of AR, will be responsible for the creative output.
Clients will remain with their independent agencies, but have access to these services, the partners noted.