Abstract

http://ssrn.com/abstract=1491057
 


 



Publicis Groupe 2009: Toward a Digital Transformation


Rosabeth Moss Kanter


Harvard Business School

Matthew Bird


affiliation not provided to SSRN

March 9, 2009

HBS Case No. 309-085
Harvard Business School General Management Unit

Abstract:     
After a series of acquisitions, Maurice Levy, the Chairman and CEO of Publicis Groupe, had created the fourth largest marketing and communications company in the world. His next major challenge was managing the company's digital transformation. In December 2006, Levy acquired Boston-based Digitas, the market's leading digital agency, headed by David Kenny. After the initial merger, which included the unbundling of Digitas capabilities and the global expansion of its agency network, Publicis Groupe launched VivaKi, a new company-wide digital platform, to spearhead the firm's total transformation. But since the June 2008 launch, the global economy had taken a turn for the worse. Could Levy, Kenny, and other leaders change the holding company quickly and effectively enough to make the new model work?


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Date posted: October 19, 2009  

Suggested Citation

Moss Kanter, Rosabeth and Bird, Matthew, Publicis Groupe 2009: Toward a Digital Transformation (March 9, 2009). HBS Case No. 309-085; Harvard Business School General Management Unit. Available at SSRN: http://ssrn.com/abstract=1491057

Contact Information

Rosabeth Moss Kanter (Contact Author)
Harvard Business School ( email )
Soldiers Field Road
Morgan 270C
Boston, MA 02163
United States
617-495-6053 (Phone)
Matthew Bird
affiliation not provided to SSRN ( email )
Feedback to SSRN


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