Goal for S.F. Shops Is to Improve Efficiency by Pooling Strengths
SAN FRANCISCO–Publicis Technology and Publicis Dialog have moved into the same office space here to make more efficient use of resources.
The decision by Paris-based Publicis S.A. to combine the offices is intended to strengthen the presence of the agency on the West Coast and allow the two units to pursue new business together. Sources said they can do that more effectively as a team.
“They have things we need, and we have things they need,” said Alison Bain, managing director of Publicis Technology. She declined to comment further about the move.
“Basically, Publicis came to San Francisco and invested in two shops that were OK. But neither has the power or presence of Hal Riney & Partners,” said one source. (Publicis also acquired Riney last year.) “This move will help them become more serious players in the network.”
Publicis Technology, led by David Hodskins, evolved out of the former Hodskins, Simone & Searls. Its client roster includes Imation Corp., which it won this year. Cadence Design Systems is another client.
Publicis Dialog was formerly EvansGroup. Its clients include Vega Technologies and Gloria Jean’s Gourmet Coffees. Stacey Paynter is its president.
Sources said the teaming of Publicis Technology and Publicis Dialog is not being labeled a merger. Both agencies will keep their names; it is not known if their management teams will be combined. The new office is on Battery Street in San Francisco’s “ad ghetto.”
Separately, sources said Publicis Technology senior vice president and creative director Pat Marcoccia will leave the agency next month to freelance. There are no immediate plans to replace him; associate creative directors Don Smith and James Cabral are expected to take over his duties.
Marcoccia joined the agency in March, shortly after leaving Winkler Advertising, San Francisco, as partner and executive creative director. He could not be reached for comment.
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