Publicis Worldwide is teaming with Google and Conde Nast to launch La Maison, a total end-to-end premium service aimed at affluent consumers. Google will help La Maison understand how high-net worth audiences navigate digital channels, and Conde Nast will devise content for the new luxury marketing platform which will be distributed across and array of channels.
“La Maison marries our expertise and heritage in luxury marketing services with our unique technology and content partnerships to provide clients with a platform to understand and reach globally the most prized consumers," says Arthur Sadoun, CEO of Publicis Worldwide. "[We are] committed to ensuring our clients are at the forefront of their sector and this latest innovation will help redefine marketing for luxury brands.”
The project was initiated by Publicis Worldwide. Google has a long standing relationship with Publicis agencies and their luxury clients across the world. “Our platforms from Google Search to Google+ and YouTube generate billions of consumer signals that will combine perfectly with the creativity of Publicis and the ideal content of Condé Nast to deliver meaningful, digital, brand engagement strategies for clients," says Carlo D’Asaro Biondo, President of Southern & Eastern Europe, Middle East and Africa Operations, Google.
The La Maison platform and service offerings will focus on three areas, including insights derived from voluminous data showing digital habits of affluent consumers, including interests for brands and products, while also breaking down activity by desktop, mobile and tablet devices. It will also explore YouTube video consumption and search query trends on luxury brands to build monthly reports to help clients better understand the digital navigating behavior within the high net worth community.
The Condé Nast relationship brings content strategy and planning, original content creation and licensed editorial content to La Maison clients. Condé Nast has global expertise with its iconic lifestyle media brands – Vogue, Vanity Fair, Glamour, Brides and GQ - and these publishers’ content producers will create innovative content programs with local market customization ranging from film and digital video programming, as well as photography and written work.
Also, Google and Condé Nast will use their expertise in content distribution to work with La Maison and their clients to distribute their branded content across the best Google, YouTube and Condé Nast media channels. Publicis agencies will also look at the most effective channels and platforms globally for their clients.
La Maison will also act as the interface with Publicis Groupe Digital networks including: Digitas LBi, Razorfish, Rosetta and Publicis Modem – to create innovative digital solutions that maintain a “premium experience.” Publicis says these agencies have the scale to develop global platforms for the brands that will help them maintain market leadership on digital channels.
La Maison will be led by Charles Georges-Picot, CEO of Publicis 133. Raul Martinez, Design Director of Vogue USA, Co-Founder and Chief Creative Officer of AR, will be responsible for the creative content output. And a global luxury team within Google under the management of Ariane Rivier will contribute trends analysis and content distribution advice.
Publicis Worldwide has a portfolio of boutique agencies (Publicis 133, AR New York, and Publicis EtNous) which will offer La Maison services across offices in Paris, New York, Hong Kong, Shanghai and Singapore.