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Marcel

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Marcel is a Paris-based creative agency created in 2005 under the umbrella of Publicis Worldwide. It tends to work alongside the main agency on major clients (it is located in the same Champs Elysees address as Publicis Conseil) or occasionally as a conflict shop. Its brief history to-date has been eventful to say the least as a result of a series of management shuffles following its launch. It was strengthened considerably in 2010 with the absorption of standalone digital agency Publicis.Net to create an integrated online and offline specialist. Since 2013, the agency has also added an international presence, opening outposts in New York and Sao Paulo (Marcel Talent), with more to follow in 2016.

Clients

Click here for a Marcel client listing from Adbrands Account Assignments

Competitors

See Leading French Agencies index for other companies

Marcel was originally conceived as a vehicle for hot creative team Frederic Raillard and Farid Mokart. Known professionally as Fred & Farid, the duo had previously spent time at a succession of renowned creative agencies including Goodby Silverstein, BBH and CLM/BBDO. With Marcel, named in honour of the parent group's founder Marcel Bleustein-Blanchet, Publicis chairman Maurice Levy hoped to replicate the creative success of mid-level independents such as Mother and 180 Amsterdam, but with the considerable added resource offered by the group's extensive marketing services network. The new shop launched with several major international accounts transferred across from existing Publicis Group agencies, and its future seemed assured when it was awarded lead creative on the global Orange account in March 2006 alongside Fallon.

Just six months later, however, those plans were dashed when Fred & Farid jumped ship, along with Publicis Conseil chairman Christophe Lambert, to launch an independent agency of their own (now Fred & Farid) with backing from Vincent Bolloré, also chairman of Publicis's arch-rival Havas. It was perceived as a grave insult to Maurice Levy, and for a while it looked as if Marcel might be shuttered, especially when the lead role on Orange in France was transferred out of Marcel and into the main Publicis Conseil.

Instead, however, Levy was eventually able to lure a new and equally respected creative team in the form of Anne de Maupeou and Frederic Temin. De Maupeou was poached from CLM BBDO, where she had been creative director. Temin had been creative director of Euro RSCG's 27 boutique, until he left to establish his own agency in 2005 under the name Gossip, subsequently winning the account of denim manufacturer Diesel. Under the new arrangement, Gossip was effectively merged into Marcel, bringing the Diesel account with it for a couple of years. Temin moved on in 2009.

In 2010, Marcel also absorbed Publicis.Net, actually one of the group's oldest digital businesses, tracing its roots back to the 1970s and the creation of multimedia company SGIP. It later rebranded as Publicis Technology, before becoming Publicis Networks in 2000, and more recently Publicis net.

At the same time, Charles Georges-Picot, previously deputy managing director of Publicis Conseil, transferred to Marcel as chief executive of the merged business, before being promoted to co-president overseeing both Marcel and Publicis 133. Pascal Nessim is the other co-president, with Olivier Sebag as managing director. Anne de Maupeou remains executive creative director. Strategies reported revenues of €41.0m for Marcel in 2013.

In 2015, the agency was aligned with Brazilian creative boutique Talent, acquired by the group a few years earlier. It also announced the launch of an office in Sydney, Australia in early 2016 led by former Droga5 Australia CEO David Nobay. There is now an outpost in Mexico as well, followed in early 2017 by a debut office in Bombay, India, spun out from the current Publicis Ambience agency.

Last full revision 3rd October 2016

* Archive page for historical reference only. This profile is no longer being actively updated. See active page here *


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