NEW YORK Richard Pinder, recently named sole global leader of Publicis Worldwide, believes that the global recession marks a “rupture” with the past and cries out for a change in advertising business models.
The economic crisis also has prompted Publicis to take a hard look at its more than 200 offices around the world and where possible, combine them with those of sister Publicis Groupe shops, according to Pinder. In addition, Pinder has asked clients seeking cuts in fees to consolidate more business at his network in return, and will send significantly fewer executives to this month’s International Advertising Festival at Cannes.
That’s not to say that the 45-year-old worldwide chief operating officer is down in the dumps, however. He still considers himself a “ridiculous enthusiast” in an industry also populated with “maniacal depressives,” though he isn’t optimistic that the recession will lift any time soon.
In a wide-ranging video interview with Adweek, Pinder also reflects on what it’s like to work for Publicis Groupe CEO Maurice Levy, his hopes for Cannes and his priorities as the leader of 9,000 employees in 80 markets.
Last month, Levy named Pinder sole global chief of Publicis, after 2-1/2years of sharing leadership duties with executive chairman Olivier Fleurot. Fleurot is now chief executive of the holding company’s collection of public relations, corporate communications and events management agencies.
Earlier in his career, Pinder held regional management posts at Publicis Groupe’s Leo Burnett and was managing director of WPP Group’s Ogilvy & Mather in the U.K.