Publicis Modem USA President Departs, Agency Restructures

In U.S., Publicis absorbs Modem brand into regional offices.

Publicis has dissolved the national leadership of digital agency brand Modem USA. From now on, Modem’s regional offices in New York, Connecticut, and San Francisco will report to Publicis agency offices in those regions. The whole will continue to be led by Susan Gianinno, CEO of Publicis Worldwide in the USA.

In San Francisco, Publicis Modem teams have been integrated with Publicis & Hal Riney, reporting to recently named Riney CEO Harold Sogard. In New York, Modem continues to maintain an office separate from Publicis New York, but employees from both Publicis and Modem work together in both buildings.

The new structure came to light today with word that Publicis Modem USA President Dani Nadel is leaving the agency for a client-side gig with Scholastic – and is not being replaced. “Dani has been a valued member of the Publicis Modem team, and an important agent in fostering a digital culture throughout Publicis USA,” Gianinno said in a statement. AgencySpy first reported her departure.

The situation is somewhat complicated by the fact that Publicis is the name of both a global agency and its French holding company parent. Publicis Groupe (the holding company) picked up Modem as part of its 2006 acquisition of Digitas and made the decision to separate it from Digitas and align it instead with Publicis Worldwide (the agency network). According to ClickZ sources, the relationship in the U.S. has sometimes been a tough one, with Modem not always receiving the hoped for digital assignments from big Publicis accounts.

However, a spokesperson said the relationship is working. Modem will continue to directly service clients like General Mills and Sanofi while sharing clients with Publicis New York including Citi, Hilton, and L’Oreal.

Nadel’s exit and the new structure comes on the heels of a rocky period for Modem East. Earlier this year, the agency lost or let go more than 10 VP and director-level staffers. At the time, sources told ClickZ Modem was under pressure to improve its creative, social, and analytics services.

 

Subscribe to get your daily business insights

Whitepapers

US Mobile Streaming Behavior
Whitepaper | Mobile

US Mobile Streaming Behavior

5y

US Mobile Streaming Behavior

Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...

View resource
Winning the Data Game: Digital Analytics Tactics for Media Groups
Whitepaper | Analyzing Customer Data

Winning the Data Game: Digital Analytics Tactics for Media Groups

5y

Winning the Data Game: Digital Analytics Tactics f...

Data is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...

View resource
Learning to win the talent war: how digital marketing can develop its people
Whitepaper | Digital Marketing

Learning to win the talent war: how digital marketing can develop its peopl...

2y

Learning to win the talent war: how digital market...

This report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...

View resource
Engagement To Empowerment - Winning in Today's Experience Economy
Report | Digital Transformation

Engagement To Empowerment - Winning in Today's Experience Economy

1m

Engagement To Empowerment - Winning in Today's Exp...

Customers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...

View resource