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The
group said in a film presentation - ahead of it annual results
publication in February - that it will invest 100 million euros
in 2024 alone, fully funded by "internal efficiencies" and with
no dilutive impact on its operating margin.
The maker of the Heineken and Barilla pasta campaigns reported
in its presentation organic growth in 2023 of 6.3%, exceeding
the 5.5% to 6% guidance range shared in October.
"In terms of strategy, it was important for us to show the
financial market that we were starting from a position of
strength," said CEO Arthur Sadoun in a press conference,
regarding the early figure.
Publicis said in its presentation that it plans to integrate AI
further into its current platform model, connecting every
individual in the company to an entity called "CoreAI", that the
group started engineering in the second half of 2023, to start
implementing it in the first half of 2024.
"CoreAI is based on the data we have acquired, but also the one
that we have built over this past decade," Sadoun said.
Half of the 2024 investment will be focused on upskilling and
training people as well as recruitment, while the other half
will be dedicated to tech, licences, software and cloud
infrastructure.
Asked about prospective acquisitions, Sadoun answered, "our
transformation is behind us", adding that the group will now
focus on lesser investments in tech, IP and talent.
Publicis' recent strong performance runs counter to a general
slowdown in the advertising industry, seen as a bellwether for
broader economic health.
(Reporting by Stéphanie Hamel, Editing by Nick Zieminski)
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