Publicis Launches Luxury Marketing Platform with Google, Conde Nast

Publicis Worldwide has launched La Maison, a premium service platform that is a collaboration between Google, Condé Nast and Publicis Groupe digital networks and seeks to help luxury brands better target high-net-worth individuals.

La Maison, or, “Home,” will provide insight, content and access to digital agencies, which Publicis says helps luxury brands “stay at the forefront of trends and experiences…as competition shifts to new markets and digital channels.”

Google will provide insight into the digital habits of affluent consumers, including their interests for brands and products, as well as their activity by desktop, mobile and tablet devices, YouTube video consumption and search queries for luxury brands. This will yield monthly reports to help clients understand market insights within the high net worth community, Publicis says.

Conde Nast will bring content strategy and planning, content creation and licensed editorial content. Producers will create content programs with local market customization that build relationships with consumers, a release says.

Google and Condé Nast will work with La Maison and their clients to distribute branded content across Google, YouTube and Condé Nast media channels.

And Publicis Groupe Digital networks will give clients access to digital agencies like Digitas LBi, Razorfish, Rosetta and Publicis Modem in order to develop global platforms for the brands.

Publicis says La Maison provides clients with the tools they need to capitalize on market shifts and growth as they face challenges like emerging markets, global competition and an evolving digital landscape.

Senior digital strategy advisor Augustine Fou says the partnership makes sense in part because Google has good firsthand data about affluent customers, which it does not typically share via public tools like Google Trends.

In addition, Fou says affluent customers don’t historically shop for luxury items online, but the rise of mobile and tablets means consumers are spending more time with screen-based media and ads as opposed to magazines.

“There is mounting evidence that [affluent consumers] spend time and money online,” Fou says. “And in enormous emerging markets like China and India, this is even more pronounced.”

For its part, Publicis cites research from management consulting firm Bain & Co. that predicts global growth in the luxury sector will increase by up to 6 percent in 2014, with rising online payments and 30 percent of purchases made by Chinese consumers playing an increased role.

Publicis says it services over 40 luxury brands through boutique agencies Publicis 133, AR New York and Publicis EtNous, which offer La Maison services in Paris, New York, Hong Kong, Shanghai and Singapore.

Publicis 133 clients include Lancome, Cartier and Yves Saint Laurent; AR New York clients include Revlon, Lucchese and Jimmy Choo.

Clients with access to these services will remain with their independent agencies as to avoid a network structure, the release says.