Saatchi welds together traditional and digital in France with launch of saatchi&saatchi duke

It doesn’t look very pretty does it, saatchi&saatchi duke? But that’s the way they’re spelling the new name for the Paris-based combo of good old Saatchi & Saatchi and digital agency Duke, a Publicis Groupe sibling.

The new agency will be managed jointly by Elie Ohayon, chairman (right) and Stéphane Guerry, general manager. The 105 employees of the two agencies will work together at the Saatchi & Saatchi site in Paris suburb Saint-Denis. The new agency claims to offer clients ‘the best of both worlds.’

Duke clients include Nissan, the International Olympic Committee, Lindt & Sprüngli, ING Direct, Lipton, L’Institut Français, Intel and Laurent Perrier. Saatchi France handles Bel, GDF Suez, General Mills (Old El Paso and Häagen-Dazs), Médecins du Monde, Nexans, Novartis, Piaget, Procter & Gamble (Head & Shoulders, Ariel, Pampers), Toyota and Visa, so there’s obviously plenty of opportunity for cross-selling.

Saatchi boss Kevin Roberts obviously thinks the old Saatchi & Saatchi in France needs a bit of a leg up, a combined workforce of 105 hardly looks like a big operation. Sometimes these things work, at others the two cultures fail to meld or take a long time to do so, as with DDB and Tribal DDB and also digitally-based Dare (which absorbed MCBD) in London.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.