Cadillac Dares to Drive the World Forward With Oscar Spot From Publicis NY

Publicis New York debuted its latest work for Cadillac during the 89th Academy Awards telecast.

The Oscars provided the perfect stage to unveil Cadillac’s campaign to 32.9 million viewers. Under the brand’s Dare Greatly platform, a new ad, “Carry,” from Publicis New York explored Cadillac’s legacy as a symbol of American pride and the spirit of unity that brings people together in times of polarity.

As the spot’s voice-over puts so simply, “We are a nation divided.” Archival footage rolls, moving from glimpses of civil-rights demonstrations to moments of human togetherness. Imagery of Cadillacs appearing in the fabric of American history blend into moments of optimism and the American spirit at its best. The work is a powerful reminder that we, as Americans, are always greater if we only dare to carry each other forward.

The spots generated a flurry of national and advertising trade press coverage including a New York Times piece on the campaign and coverage in Adweek (“Cadillac’s Lovely Oscars Ad Offers Message of Unity for a ‘Nation Divided’”) and Forbes (“Watch Three Oscars Commercials that Will Make You Think Outside the Box”).

“Carry” is one of four ads in the brand’s latest “Only Those Who Dare Drive the World Forward” campaign for the Dare Greatly platform. The campaign employed the Publicis Groupe Power of One approach, tapping Publicis New York and Rokkan. The multiplatform campaign was also supported by digital, experiential and the microsite

How Two Publicis Staffers Roared at the Women’s March on Washington

On January 21, thousands gathered for the Women’s March on Washington. What began as a grassroots event, born from a simple post-election Facebook post, grew to more than 600 events and millions of demonstrators globally.

That same Saturday, Publicis New York filled two buses with impassioned colleagues and drove to Washington to show the world how loud #PublicisRoars. Among them were Liza Oestreich, Technology Operations Manager and and Madhu Malhan, VP, Director of Creative Branding, two of the trip’s organizers.

Now in the wake of this historic event, we caught up with Liza and Madhu to learn more about their experiences that day and talk with them about why standing up and speaking out matters.

What was the Women’s March like for you personally?

Liza Oestreich: The March was a fabulous experience.  It reminded me that there are millions of people globally who feel similarly about the direction that the country is heading. Together, we were all willing to stand up and say that this direction is not OK, and that we’re going to do something about it.

Madhu Malhan: Overwhelming. During the bus ride to D.C., I found myself getting emotional just seeing the number of buses and vans heading in the same direction. I tend to get weepy at any demonstration of human spirit or movement—I cry at the Marathon, I cry when I vote—so this was not unusual.

Is this your first time marching or attending an event like this? What was your first experience as an activist? 

LO: I went to Mount Holyoke College (one of the Seven Sisters—you can also thank us for the modern A-F grading system), which is an all-women’s institution. Activism is ingrained in the culture of the school, especially regarding women’s rights. So I’m a firm believer in the value of protesting to make your voice heard. My first protest was with Take Back the Night, an organization that combats sexual, relationship and domestic violence. The event was at UMass Amherst, which at the time was known for wild Friday night parties on their, now demolished, Frat Row.

MM: I’ve participated in smaller demonstrations in the past, but nothing like this. The closest to a crowd that size that I’ve been in was at Jon Stewart’s Rally to Restore Sanity in 2010.

What lit the fire for you to be heard and join the movement? 

LO: I had wanted to go down to D.C. to join the March, but was hesitant to go alone. When I learned that Publicis was considering taking a couple buses down, I jumped at the opportunity to help organize and make sure that everyone going had a safe and enjoyable experience. This was the first protest for many of the participants and, understandably, there was some anxiety. I was glad to help organize.

MM: Like many others, I was shocked and appalled at the result of the election. I spent a lot of time on social media that night and came upon Teresa Shook’s invitation for a women’s march in Washington to protest. Having gone to the Rally to Restore Sanity with friends, I immediately decided to organize a bus, split the cost with friends and join the march. When I mentioned it at Publicis, the response was overwhelming. Within a half hour I had about two-thirds of the bus filled. Someone said, “Since there are so many of us, maybe Publicis would pay for a bus so I decided to approach our New York CEO, Carla. Honestly, I was blown away at how quickly she said yes. In the end we had two buses, carrying 100 people toward what was a truly epic demonstration of solidarity.

What was your favorite memory from the day? What will stay with you the most? 

LO: More than the sheer volume of people, it was the camaraderie that struck and moved me. People of all colors, nationalities, socio-economic classes, genders, sexual identities and ages came together on a single day with a united cause. That’s powerful.

MM: The creativity of the signs made me smile. The chants filled me with hope. The size of the crowd and the feeling of camaraderie were unbelievable. I was amazed at how congenial everyone was.

For example, there was a medical emergency near us at one point with no STET around. We were packed like sardines and the people close to the woman started pointing in the direction of the emergency and chanting “medic.” Gradually, the chant spread so that even people half a block away were pointing toward the emergency and chanting. Pretty soon there was an ambulance parting the crowd and the woman was taken away.

What advice would you offer someone who was on the fence about being involved or making their voice heard? 

LO: Speaking up can be scary, but if you don’t speak up, no one will ever know how you feel or what you want the future to look like.

MM: Malalai Joya said, “The silence of good people is worse than the action of bad people.” All those people who stayed home and didn’t vote during the last election could have made a difference! Speak up. Stand up. Be counted.

What was it like to share the experience with your colleagues? 

LO: I’m so glad I got to share this experience with my coworkers and other members of the Publicis Groupe community. I loved having the opportunity to get to know my colleagues outside of the office and learn more about what is important to them. We joked quite a bit about how we were using the “Power of One” to influence change that we believe in. But, jokes aside, I think that has some truth.

MM: Amazing! It was wonderful to share the experience with like-minded coworkers. It made us all appreciate the company we work for and the people we work with.

In a sentence, why does marching matter? 

LO: No one will know what you are thinking or what you want if you don’t tell them. We are at a defining moment in history; we can stand by the sidelines and watch it happen or we can join in, create meaningful change and influence our future.

MM: This is a scary time in our country. It is more important than ever to speak up so that we don’t normalize things that are wrong in politics. I was blown away by the spontaneous demonstrations that sprang up at airports around the country this weekend after the immigration ban. I think this administration has woken up the silent majority.

Anything else you would like to add or say to the Publicis New York family about your experience?

LO: I love this quote by Hillary Clinton: Never doubt that you are valuable and powerful—and deserving—of every chance and opportunity in the world to pursue and achieve your own dreams.”

MM: We work with good people. We are stronger together.

Neil Patrick Harris Tackles the Impossible With Heineken Light

Publicis New York continues its “Best Tasting Light Beer” campaign for Heineken Light with first commercial of 2017

Neil Patrick Harris is back in Publicis New York’s newest work for Heineken Light, “Hypnotize.” The spot, the beer brand’s first of 2017, is the latest in the successful “Best Tasting Light Beer” campaign, in which the award-winning actor showcases his signature wit and lighthearted humor.

In “Hypnotize,” Harris challenges the perceived impossibility of brewing a great-tasting light beer. Harris explains that Heineken Light does just that by using Cascade hops, which provide more flavor than those found in a traditional low-calorie beer. In a nod to the fact that Harris is a practicing magician off-screen, he attempts another impossibility: hypnotizing viewers with the signature green Heineken bottle. The spot closes as the camera tumbles. The cameraman has been hypnotized to sleep.

In an interview with Adweek, Harris discussed his long-running relationship with the brand and the latest spot. “One of my favorite things about working with Heineken Light is their trademark wit,” he said. “The writers are awesome in that they’ve found ways to make each campaign different and continually funny—even letting me go off the cuff and put my own spin on things. I love working on an ad campaign with a beer that can poke fun at itself.” The ad has also received coverage from The Drum and MediaPost.

Previous spots in Publicis New York’s “Best Tasting Light Beer” campaign include “Lawyer” and “Beach Cop,” which place Harris in conspicuous situations against authority figures. In May, Heineken extended its relationship with the actor for a fourth year.

“Hypnotize” is the first of three 15-second television spots and four digital spots by Publicis for Heineken in 2017. It will air across highly rated general market outlets, with presence in cable originals and live sports. Digitally, the spot will be distributed via YouTube, Hulu, Roku and other video platforms.

Publicis New York Creatives Shine in Adobe’s Creative Matchup Series

Adobe Creative Cloud invited Publicis New York to throw down in its YouTube design competition series, “Creative Matchup.”

The challenge: concept and design an entire social media campaign from scratch using only Adobe Stock images in three hours’ time. The client: The Center Orlando, a non-profit serving Central Florida’s LGBTQ community. To heighten the stakes, the team was thrown a major revision midway through the competition to simulate a real-life “change in direction” scenario.

“Working in advertising for so long, tight deadlines are a challenge we often face. My fellow Publicis colleagues who joined me in the challenge, though we have never really worked together prior to this challenge, we know each other’s roles and strengths. With such tight deadline, you have to give and take. You have to know where you’re needed and what your exact role is in order to contribute your part to the project and trust your teammates that they will deliver their part to the project.” – Tiffany Chan, Art Director, Publicis New York.

In the end, the team executed an idea the client loved and finished out the competition with a surprising twist. Congrats to the team of Tiffany Chan, Slade Gill and Doug Zaner.

Publicis Takes on Advertising Week New York 2016:

Each year, Advertising Week New York gathers the brightest leaders from the marketing, advertising and entertainment industry to explore their visions, passions and practices. Speakers and panelists discuss not only what’s happening now in communications—but also what’s next.

Five representatives from Publicis North America will be speaking throughout the week: Carla Serrano, Susan Gianinno, Andrew Bruce, Jon Hackett and Andy Bird.

Get all the details on the topics they’ll be discussing and how to find them:

Carla Serrano, CEO New York

Panel: “Wired Women”

A panel of female industry heavyweights will discuss how the power of big thinking has helped them overcome workplace obstacles and empower other women in the process.

Monday, September 26, 4:15 p.m. – 5 p.m.

Read more.

Susan Gianinno, Chairman North America

Panel: “CEO Connectors”

We live in a digital, mobile, technologically converged world. This panel will explore the challenges and opportunities of marketing within it.

Tuesday, September 27, 10 a.m. – 10:50 a.m.

Read more.

Andrew Bruce, CEO North America

Panel: “The ‘Agency’ of the Future: a Conversation With Stalwarts and Upstarts”

The agency is dead—long live the agency! Leading executives from holding companies and agency startups will address what’s in store for the future of agencies.

Tuesday, September 27, 2 p.m. – 2:50 p.m.

Read more.

Jon Hackett, Director of Emerging Technology

Panel: “Adobe Think Tank: The Future of Customer Experiences”

Leaders in tech and marketing will debate and explore the future of digital experiences and the marketplace—as well as the consumers—that will hold them.

Can’t be there in person? Catch us on Facebook Live.

Wednesday, September 28, 4 p.m.

Read more.

Andy Bird, Chief Creative Officer

Panel: Creative Carousel

Take a turn on the creative carousel as this all-star panel shares thoughts on life, creativity and our industry’s best creative work.

Thursday, September 29, 2 p.m. – 2:45 p.m.

Read more.

Melissa Nelson Named President Publicis Seattle

Pedigree Includes Leading Marquee T-Mobile business, Global High-Profile Brands and Award-Winning Work

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SEATTLE, WA (August 31, 2016) – Melissa Nelson has been named to the new position of President, Publicis Seattle, reporting directly to Publicis Worldwide North America CEO Andrew Bruce. Nelson was named Executive Vice President & Managing Partner for the marquee T-Mobile business in December 2015. As President, she will continue to be the most senior lead on the business in the Seattle office.

“Melissa’s leadership on T-Mobile and her passion for their brand and business will be enriched in her new post,” shared Andrew Bruce. “Additionally, now her expertise and leadership will extend to all clients and the talented individuals who fuel our agency here in Seattle.”

Publicis Seattle is one of the top advertising agencies in the market. The agency is privileged to work with T-Mobile and a range of clients including Visit Seattle, KEXP and the Special Olympics, among others.

Immediately prior to joining Publicis Seattle, Nelson led the global Motorola business as Group Account Director at Droga5 in New York. Her pedigree includes helping to build and manage teams creating award-winning work for Target, Chevrolet and HP — all complex pieces of business, with massive scale. Nelson’s career also includes top account management positions at 72andSunny in Los Angeles and Goodby, Silverstein & Partners in San Francisco

Nelson stated, “Diving into and leading the T-Mobile business has been a phenomenal experience. It is an amazing brand, with a really strong POV.

T-Mobile is a brand, and business, which is pivotal not only to the Seattle marketplace, but to our agency. I am proud to continue to partner with T-Mobile and additionally, to now lead, grow and expand Publicis in Seattle.”

About Publicis Worldwide North America:

Publicis North America is the fastest growing regional network within Paris-based Publicis Worldwide. A new era agency network, Publicis North America embraces the worldwide mission ‘To Lead The Change’, partnering with our clients in creative cross-channel communications and innovative digital technologies. Publicis New York is the flagship office for the network, with full-service offices in Seattle, San Francisco, Dallas, Toronto, Montréal, Calgary and Windsor. Publicis Worldwide is a part of Publicis Groupe.

Publicis Worldwide Announced as Lead Agency for Hewlett Packard Enterprise

Publicis Groupe win led by Publicis New York in collaboration with DigitasLBi, Razorfish, and OptiMedia

August 23, 2016 — New York — Today, Publicis Worldwide announced that it has been appointed as lead marketing agency for Hewlett Packard Enterprise (NYSE: HPE). Publicis Groupe agencies DigitasLBi and Optimedia were also named to the brand’s roster and together will serve as the brand’s strategic marketing partners. Razorfish will continue leading HPE’s website efforts.

“HPE competes in challenging and transformative markets,” said Henry Gomez, Executive VP and CMO, Hewlett Packard Enterprise. “We needed enhanced capabilities, particularly in digital marketing, and after a search felt that Publicis had the best set of assets across the board. We are looking forward to this journey ahead.”

Begun as a creative AOR review, HPE recognized the transformational capabilities and the Power of One of Publicis Groupe, which resulted in a fully integrated, end-to-end relationship that includes brand strategy and creative, TV, digital, social, lead generation, media, site, mobile, data science and experiential.

“Publicis united its best-in-class agencies and capabilities to provide HPE with a solution that helps them strategically navigate the future of the IT industry,” said Andrew Bruce, CEO, Publicis North America. “Our new, proven approach offers end-to-end solutions for clients to help them break through in ways agencies haven’t done before. We’re proud to partner such an innovative, category-changing brand like HPE.”

“Technology is one of the most fascinating and complicated industries, as the technology and customer base is continually evolving. So category-defying thinking, technology and creative is necessary,” said Dawn Winchester, Chief Digital Officer, Publicis New York. “The journey to reach and bond with IT decision makers has radically changed as there is so much commercialization within the industry. We’re looking forward to using our tools, talents, and strategic thinking to create a suite of work that transforms HPE’s business and expands their global footprint.”

This is the third win led by Publicis Worldwide and New York’s recently appointed leadership team including Publicis New York CEO Carla Serrano, CDO Dawn Winchester and CCO Andy Bird, along with Publicis Worldwide CSO Mick McCabe.

What I Learned About Advertising in 8 Weeks

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On Friday we said goodbye to a fantastic crew of summer interns. To mark the end of their time with us, we asked some of them to share what they learned about advertising in their 8 weeks with Publicis.

Feedback is king.

Everyone has something they can and should bring to the table. I’ve learned, though, that the real brilliance in advertising sparks not from just one dynamic person, but rather from the way a whole team picks at and pokes holes in an idea until it’s solid. Brainstorming as a group, bouncing thoughts off of colleagues and mentors, and seeking out as much feedback as possible – these were the things that taught me the most. Feedback is the best way to learn how to digest different perspectives, find a common thread, and get to the core of a concept. It’s the best way to find what it is that you can and should bring to the table.

– Sanjana Sekhar


Feedback is great, but go with your gut.

There are a lot of smart people at this company who you should be getting feedback from, however, don’t be afraid to not use their feedback. If someone offers you feedback and you don’t agree with it, you don’t have to implement their feedback in your idea. Trust yourself! Everyone will always have feedback. People will always have a slight issue with your idea. No idea is ever perfect. Take every ounce of feedback you get with a grain of salt and ultimately go with your gut. It’s your idea after all.

– Benjamin Stops


Working with a team can be challenging but there is so much to learn from others.

This summer is one of the first times in my life I was assigned to execute such a detailed and important project with a group of 9. As someone who is used to working alone, clicking away on Photoshop or screenprinting with ink running down my clothes, the thought of this scared me a little. When working in a group this size there will be many personalities and different priorities, but ultimately a plethora of incredible ideas. I was more overwhelmed everyday by the informative research & creative ideas my team came up with than any problems we ever had. Being taken aback everyday by the beautiful minds of the people I was given the chance to work with was definitely a positive attribute in my daily life at Publicis.

– Christie Childers


Be prepared to strap into a rollercoaster with the workload.  

Throughout the course of 8 weeks I found that my workload has been more inconsistent than my Pokemon GO connection.  Coming in thinking I would be working from 9am to 5pm, I soon found that 5pm really meant anywhere between 3pm and 10pm.  Some days I would be watching the clock tick at the coffee bar, and other days I would find myself downing my coffee to rush off to a meeting (another lesson learned: make sure the barista knows your order by the end of week one).  Although staying one night until 10pm doesn’t sound amazing, being at the office late with my intern team was actually one of my favorite experiences at the office. We were all there because we wanted to be there – we were excited to work and genuinely enjoyed each others company through the long hours.

– Julia Caffrey


Get to know someone else’s superiors.

In any new situation it’s always important to figure out just whose DM’s you might want to slide into… or in this case, whose email chains. To me, making connections with creatives and superiors who I admire has always been a rewarding venture even if I don’t report to those people directly. The most stimulating part of this internship experience has been the culmination of creative and competitive spirits that my teammates and I shared on our intern project as well as the various projects my luscious (her requested adjective) Art Director and I have collaborated on with some very talented, brilliant, and wickedly stylish Citi team members.

– Mason Douglass

Monday Routine: Ben Royce, SVP Director of Search

Ben Royce

Monday Routine is a blog series highlighting people and roles throughout the Publicis North America office. Ben Royce is the SVP, Director of Search for Publicis North America.

I started my advertising/marketing career while studying at the University of Wisconsin, when I landed a part time job running in Milwaukee. Yup, pet strollers. We sold millions.

Then I took a job running the digital marketing operations for a group of ecommerce sites in London, UK where I learned firsthand the complexities of multilingual and multicurrency businesses. With my visa about to run out, I moved to New York to work for Alacra, which built anti-money laundering products for banks and I ran an ecommerce site for financial research. That was my big exposure to large scale sites and the effects of search engine changes.

I was introduced by SapientNitro to help run and build out their organic search offering. Using some of the tactical approaches I learned in ecommerce, I applied them to larger operations beyond ecommerce. Around the time Sapient was acquired by Publicis I joined Publicis Worldwide as the SVP, Director of Search in North America.


First thing is Amazon Echo/Alexa reads the daily news from NPR while I mix Emergen-C with sparkling water. Basically it is vitamin-laden homemade Orangina. Then I scan Reddit for anything interesting in technology news. Some of my favorite subreddits include: /r/dataisbeautiful and /r/futurology.

I try to keep my commute as varied as possible and living in Brooklyn means I have many train options. If it is a nice day I’ll walk over the Manhattan bridge, but either way it involves answering emails in short form or replying with a smiley and “TLDR, just Slack it,” watching YouTube channels like Smarter Everyday, or listening to the Freakonomics and A16Z Podcasts. An unhealthy obsession with an app called Exit Strategy allows me to obsess over which train car will be most efficient given my exit point in the station. This is a constant battle for optimization that has no real tangible benefit other than 5-6 steps per day. My fitbit doesn’t even notice the difference.

I usually arrive around 9:30am and head into the scheduled meetings with a strong coffee from Bibble & Sip on 51st street, or our in house cafe.


Being a department head is a shift from my analyst and manager days. During meetings I have to balance the direction of the work we do for clients, ensure some time for team members to tinker and research new approaches, and maintain profitability.

I am perpetually 6 minutes late to every meeting. I have no excuse for this, nor a solution. I just accept it as I do the weather.

I meet with team members often and prefer walking meetings outside so I’ll head west down to the Hudson River and back. I avoid Times Square as much as possible, I find some of the costumed street performers a bit creepy.

When I have nothing scheduled, I spend time in our Data Immersion Lab on the 27th floor where I can run tests on our client data and experiment with visualization technologies.

At the end of the day I’ll play Xbox in our game room with our analysts and strategists. Forza and Rocket League are the top picks. The HTC Vive is also a popular virtual reality experience.


One-on-one meetings in the Search & Data Science team are in three flavors: breakfast, walk ‘n talk, or drinks. So sometimes I’ll unwind with a team member over a Blue Point Toasted Lager and then head home.

Most nights there are some events between Columbia University, General Assembly or that I attend. Otherwise it’s a healthy dose of Grand Theft Auto and reading parody accounts on Twitter: @BoredElonMusk and @adweak.

Bienvenue To Our Publicis Summer Interns!

You’ve seen every season of Mad Men but it’s only left you wondering: what is it like to work at a modern day advertising agency? Over the course of 9 weeks this summer, 26 bright-eyed interns from across the country will be joining the Publicis family to learn all about what we do in the ad industry.

These shining talents are assigned to departments and brands throughout the company. At the frontlines of our agency, they will learn everything from what a day in the life of a producer looks like to the intricacies of data science and search. At the end of the summer, they’ll show off everything they’ve learned by putting together and pitching a complete campaign to both clients and senior executives from the Publicis team.

Two weeks before our group of interns joined us, we asked them to start thinking about one of the basic building blocks of our industry: understanding and building a brand. To help them think about what it means to brand a client, we asked them to create 90 second branding videos for themselves that told us quickly and concisely who they are in both broad strokes and subtle nuances.

Here are a few of the fantastic results we got:






Stay tuned for more updates from our interns this summer!