Hasta La Creative!

Publicis Worldwide CEO Arthur Sadoun has named former AKQA executive Guy Wieynk to the newly created position of CEO for the U.K. and the Nordics, part of an effort to establish a clearer identity for the network ahead of the planned merger between parent Publicis Groupe and Omnicom Group.

“The Publicis Worldwide brand is not clearly defined because it gets mixed up with Publicis Groupe,” Mr. Sadoun said. “At Cannes, we have moved up from 17th most creative agency three years ago to number seven. We hope we will soon move into the top five. We get 40% of U.K. revenues from digital, and 35% globally. What’s missing is collective direction.”

By the time Mr. Wieynk assumes the new job, however, the proposed merger may have finally been completed, making Publicis Worldwide a unit of a mega-sized agency holding company called Publicis Omnicom Group. Mr. Wieynk left his post as international VP at AKQA in January, but can’t take up the new role at Publicis Worldwide until the end of this year because of contract issues with AKQA owner — and Publicis Groupe rival — WPP.

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