What keeps Publicis Machine's cogs meshing smoothly

By Leigh Andrews

30 Apr 2015

30 Apr 2015

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Lately, we've been seeing the agency name 'Publicis Machine' pop up all over the interwebs. But where exactly did it come from? Well, Fels explains that Publicis Machine is a newly formed agency, born from the consolidation of the local Machine Group and the Publicis Worldwide SA agency. Machine was an upstart independent making waves on the local scene, while Publicis is a well-established agency that forms a part of the global Publicis Groupe.

My favourite work from the team: The Marmite blogger pack, which scooped numerous Loeries. Click here for more.

So, when Machine merged with Publicis South Africa, the new entity was rebranded as Publicis Machine. The 'Machine' part of the name actually came from the previous step in the agency's history, as the integration of several boutique agencies to create the working parts that made up Machine.

You'd expect an agency called 'Publicis Machine' to work like a well-oiled machine, and that it does. Fels tells us more:

1. What's the basic work flow or creative process in the agency?

Example of one of the team's Nando's banners

click to enlarge

Fels: We have the fortune of being truly channel-neutral in our thinking because we can deliver across almost any touch-point you can think of. This means our strategy process is incredibly important in guiding the creative towards strong territories from which to springboard. It's only after the essence of the idea has been cracked that we look to channel planning. This may mean in some instances that a client briefs us expecting TV and gets digital instead - we're all about fit for purpose ideas and placing the clients' interest first.

Alongside the main board agency, our specialist businesses work across four core pillars: Narrative (content marketing), Incentiv (loyalty and rewards), Answered (research), and Moon Walk (public relations). Each of these businesses have horizontal access to creative, strategy and digital capabilities from the agency. We are highly collaborative. The new Publicis Machine has a commitment to strategic and creative excellence, and we will continue to harness the benefits of global IP, tools and collective expertise. It's an exciting space to be in right now.

And this process is paying off with a number of key account wins over the past twelve months including Absa, St Louis Lager (Botswana), Cuddlers, Sanlam, Peermont, Jaguar Land Rover, Nando's, Nestle digital, L'Óreal and the IEC.

2. List any exciting new developments in the team that have enhanced your overall skillset.

Fels: With an already entrenched set of digital capabilities, we are really gearing for our digital future. Having welcomed Alistair Fairweather (Mail & Guardian) and Johan Steyn (Ogilvy, Liquorice) as our CTO and Head of Development respectively, we are structuring new ways of working that will drive the technology agenda within the business and into our clients. Michele Eichenberger (OgilvyOne) also joined recently as our Digital Director in Joburg, adding digital business impact to our client portfolio in the city. The three complement Andy Gilder in his role as Head of Digital and together they are geared to guide our clients through their own digital transformations.

3. Strong team. What makes you stand out from the rest?

Fels: Publicis Machine's people are imperative to its success and it has put a great deal of time and effort into sculpting the company culture to what it is today. The agency is a breeding ground for initiative, believes in being Lionhearted and is hell bent on making things happen. Culture is key and the agency invests heavily in coaching, teaching and inspiring its staff.

5. Sounds good. Please explain your strategy.

Fels: We are a future-facing communications agency that is focused on driving brand leadership and delivering sales. It's a simple but powerful combination.

6. Wax lyrical on recent awards you've won.

Fels: We featured wins in all the major local creative shows last year, which was encouraging given the level of change the business underwent. We have firmly fixed our sights on heightening our creative output this year, enabled by strong client relationships.

We are particularly proud of Narrative, our Content Marketing business that snapped up multiple mentions at the SA Publication Awards in 2014, including the Best Digital Publication for Jeep. As a relatively young business, its output is top class and we expect to see more great things from this specialist.

View some of our best work in the reel embedded below:

Looking to 2015, it was wonderful to receive the recognition of being runner up 'Most Integrated Agency' in South Africa in a Marklives poll earlier in the year and this is something we will continue to push.

7. What are your thoughts on the local advertising awards industry?

Fels: There are mixed views on this topic throughout the industry - many say that particular local awards shows need to reinvent themselves to stay relevant. The Creative Circle are rallying together to input into this process and we will play our part where we can. The one challenge with international awards shows is that it is becoming more and more expensive to enter due to exchange rates - a luxury few agencies can afford to throw the kitchen sink at!

Overall, the South African standard of creativity is good and competes on a global scale (eg: Ogilvy Johannesburg's Lucozade radio) but it competes in one channel - a very tactical approach. The need for a big integrated piece of work that wins across multiple categories must be a focus for South African agencies.

8. What's next for your agency?

Fels: We have never been afraid to aim high, so our next goal is to win Agency of the Year. We know it will come with a lot of hard work and the fostering of the right relationships with our clients. While we are still growing rapidly, we are placing real focus on agency process and on the quality of our outputs with a sustained belief in excellence.

Outside of our borders, we are working toward being the premier agency in the Publicis Worldwide Network.

9. Always good to aim high! Lastly, what trends do you see as the biggest to come in 2015?

Fels: The end of the stand-alone digital agency. While digital is a great enabler, it needs connection to broader communications to give it real scale. Agencies that cannot think outside of the channel will struggle to hold onto clients who need more holistic thinking.

Lots of food for thought. Visit the Publicis Machine press office for more...