• by Larissa Faw , February 3, 2021

As COVID-19 was causing chaos across the globe, Publicis Groupe leaders gathered in April to redo all of their 2020 projections. These 24-month plans are now forming the roadmap CEO/Chairman Arthur Sadoun says is helping the company post solid performance and beat industry expectations. The company released full-year 2020 financial results earlier today.

“We outperformed the industry average in this year of exceptional crises,” he says. “This is the result of our ability to capture the shift in our clients’ investment towards digital channels, e-commerce and direct-to-consumer, which intensified throughout the year.”

He points out the sustainability of this performance was achieved with virtually no benefit from government financial assistance, including in France where the company decided not to take advantage of any state aid.

“When we saw at the beginning of the crisis how devastating the pandemic could be, we quickly acted to redefine our plans.”

Despite rumors Publicis was in talks with an undisclosed private equity firm about a potential transaction, Sadoun playfully swatted down that chatter. He tells MediaPost the rumors are false. “I couldn’t tell you if it were true, but they are not,” he states.

”People” serve as Sadoun’s biggest lesson in 2020. He has always recognized the importance of his team, but respects how everyone stepped up to support each other during these darker moments. Our “power of one was brutally tested,” he says. This resilience and sacrifice is a top priority as he looks forward. In addition to repaying the voluntary salary cuts of 6,000 leaders, Sadoun is bolstering the bonus pool this year.

The Groupe’s solid financial performance — beating market predictions — is credited to three reasons.

Sadoun cites the Groupe’s long-term investment in data and technology punctuated by its acquisition of Epsilon 18 months ago. The division delivered 5.5% growth in Q4 helping the Groupe achieve positive growth of +8.7% in North America for the full year.

Also the recently adopted country-by-country business model that groups agencies by region has provided flexibility that was proved exceptionally useful when COVID hit.

The entire company is contributing to the bottom line, Sadoun says. The Groupe’s creative side is winning major accounts and media is delivering as well, he says. “You don’t get to positive numbers if media is dragging you down.”

Lastly, Sadoun believes the Groupe’s performance would not be achievable without “our platform Marcel.” He credits the tech platform Marcel with saving “thousands” of jobs thanks to its ability to post work opportunities regardless of location.

The pandemic remains a key source of uncertainty. Sadoun promises to “send our best work” to this year’s Cannes Lions Festival, which organizers recently announced would return as an in-person event in June, though he declines to predict the status of live events for the foreseeable future.