Prajjal Saha & Devina Joshi

Ambience Publicis to be rebranded in keeping with Publicis rule

The agency will soon be known as Publicis Ambience

In keeping with a Publicis Groupe rule, Ambience Publicis will soon undergo a name change (name reversal would perhaps be a more apt description). The agency will now be known as Publicis Ambience.

As is known, Publicis Groupe undertook a global uniform identity implementation last year. With the global directive, Publicis Groupe wants its agencies worldwide to have names that begin with the word Publicis, followed by the rest (for instance, in Australia, the network’s agency is called Publicis Mojo).

Early in 2006, Publicis Groupe had bought over the stake in Publicis Ambience held by Ambience’s two promoters, Ashok Kurien and Elsie Nanji, thereby making Publicis Ambience a 100 per cent Publicis Groupe unit. Sources reveal that although this happened last year, the formalities were completed only recently.

Ambience Publicis to be rebranded in keeping with Publicis rule
Nakul Chopra
However, when asked about this having a link with the name change, Nakul Chopra, managing director and chief executive officer, Publicis India, was rather brusque: “That has nothing to do with a name change. This development is more to do with consolidating our three entities, Publicis Ambience, Publicis India and Publicis Dialog, under the Publicis Groupe umbrella.”

As a result of the renaming, the uniform design standards implemented in all Publicis Groupe markets will also apply. In India specifically, there will be a greater branding of the agency’s name in every aspect of its communication, including letterheads and visiting cards. The agency will step into a bigger office as well.

Publicis India, which is Publicis Ambience’s second agency, will not have to undergo a name change as its name already meets the new norm.

Publicis Ambience started off as Ambience, post which it sold a part of its stake to D’Arcy, thus becoming Ambience D’Arcy Advertising. In 2003, when D’Arcy was globally bought over by the Publicis Groupe, Ambience D’Arcy Advertising became Ambience Publicis.

© 2007 agencyfaqs!

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