Publicis Media launches global commerce practice

Publicis Media has announced the launch of a global commerce practice to spearhead a comprehensive capability spanning commerce strategy, media and marketplace investment, as well as content and merchandising.

Ali Nehme will be the Global Practice Lead, Commerce, Publicis Media, and report to Michael Kahn, President, Digitas Global Brand who will also serve as executive sponsor of the commerce practice.

Nehme was formerly President of Commerce and Innovation for Publicis Media EMEA, where he drove the advancement of the commerce capability across the region with Starcom and Zenith, and for key global accounts such as L’Oréal, Nestlé, P&G and Samsung.

In this new role, Nehme will be responsible for accelerating the commerce capability and talent and unlocking new client opportunities. He will lead a team of dedicated regional commerce leads in the Americas, EMEA and APAC regions and also deploy an agency-embedded talent model with commerce leads directly managing client strategy and implementation.

Together, this group of experts will focus on three key areas:

1. Strategy and Acceleration: Understanding of the shopper needs and journey to identify and drive the areas of growth. Will help clients manage the complexity of their direct-to-consumers (D2C) sites and e-tailers.

2. Media and Investment: Planning and linking media to commerce, allowing investment recommendation and management between the brands D2C sites and e-tailers.

3. Content and merchandising: Managing and elevating the product presence on the e-tailers through content design, production and optimisation to improve brand visibility and consumer experience.

The capability will be part of an end-to- end solution within Publicis Groupe spanning Publicis.Sapient and Publicis Communications to bring together technology infrastructure, media and creative into a single offering.

“Commerce is a massive growth opportunity for our business and the industry-at-large,” said Steve King, Chief Executive Officer, Publicis Media. “Ali’s deep expertise and experience guiding commerce strategy and capabilities for key agencies and their clients will help us effectively lead and manage the intersection of media and commerce to maximise brand sales online and across marketplaces.”

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