LONDON: France’s Publicis has tapped Snoop Dogg, the American rapper who became a breakout star at the Paris Olympics, to help it overtake British rival WPP to become the world’s biggest advertising group by 2024.
Snoop Dogg was seen everywhere at the Olympics, from carrying the torch to wearing equestrian gear at equestrian events and cheering on gymnasts and athletes, in his role as special correspondent of the US network NBC.
Appearing with the rapper in the group’s annual “The Wishes” video message, Chairman and CEO Arthur Sadoun said “Mister Snoop” took over Paris over the summer and now he is helping “the holding company French diminutive, Publicis, ready for 2025”.
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“That’s right – what is Publicis holding? I don’t know – but what I do know is that the Americans, the British and the French are competing to see which joint stock company comes out on top,” Snoop Dogg said in the video. “And this year, Publicis surpassed them all. Les Numeros One.”
Publicis has gained market share this year, in contrast to peers that have seen sluggish growth.
The parent company of agencies Leo Burnett and Saatchi & Saatchi has grown faster than the other big three – WPP, Interpublic and Omnicom – aided by the targeted advertising capabilities of its Epsilon Unit, powered by by a large amount of consumer behavioral data.