Wil Publicis’ new Spine put some backbone into data?

Barely a minute passes and there’s something new from go-go Publicis CEO Arthur Sadoun.

Now it’s something called Publicis Spine which is – so far as I can make out – some kind of data collective.

It’s exhaustively described here in Campaign, which seems to have some sort of thing about Arthur (below).

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WTF it all means is wholly lost on me.