Publicis Groupe- Digitas Middle East

This year, we took a bold strategic bet to lead change by harmonizing agility with bureaucracy—two forces that often clash. ​

As a challenger brand, we knew we had to transform ourselves first, leading to the creation of MTx (Marketing Transformation Experiences), designed to build connected marketing ecosystems. ​MTx addresses core change pillars to ensure Marketing is in sync with business objectives and changing consumer expectations. ​We applied MTx on ourselves first, restructuring from two service lines to four (Brand, Media, Martech & Data, and Product & Consumer Experience) and introduced cross-functional capability units (Strategy & Data, Creative, Tech) to drive innovation.​ This revitalized our culture, promoting collaboration across disciplines and enabling us to break down silos and operate fluidly across disciplines.​ At the core of this transformation is our belief in customer obsession—delivering seamless experiences—and employee obsession, focusing on their well-being and development. Through 60,000 learning opportunities, flexible work policies, and leadership programs, we have empowered our teams to thrive.​ These efforts drove 20% growth and a 15% annual profit increase. From July 2023 to June 2024. On to the next, we have a plan for 2025!​