Publicis Worldwide UK has announced it is to merge its three independent businesses Publicis London (creative), Poke (digital), Arc (shopper) to become one integrated agency named Publicis.Poke.

Over the past four years the specialist agency brands have grown and transitioned to create a successful multi-disciplinary offering, the company said.

To build on this proven model of collaboration and meet the growing demands of clients seeking simplicity, creativity, agility and integrated thinking, the business will restructure as Publicis.Poke.

Publicis said the move would ensure the very best people and teams are working together as one to shape creative thinking and execution across the broad spheres of brand communications, experiences and commerce.

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Proven strategy

The company said the structure has already proven successful for the agency’s Heineken and EE accounts.

As a newly formed single team, the new agency will be able to scale this collaborative approach.

“Planning and creating Publicis.Poke has been like starting over with all the excitement and opportunity that comes with launching a new business”, said CEO Nick Farnhill.

“We’re tech optimists passionate about building future-fit brands that strive to deliver living ideas in a connected world.

“Bringing together the diverse and specialist talent we have across our current businesses into a single new creative company will transform the way we operate, execute ideas and grow.”

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Nick Farnhill, who was promoted from CEO, Publicis London and POKE to CEO, Publicis Worldwide UK at the start of this year, will lead as CEO, Publicis.Poke.

Publicis London ECD Dave Monk will take the position of ECD of Publicis.Poke, he will be responsible for creatively leading the new combined agency.

Poke founder and ECD Nik Roope will take the position of Creative Chair to support Monk in delivering the integrated team vision.

Publicis London’s Managing Director Trent Patterson will take the position of Managing Director of Publicis.Poke.

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This combined team will work closely with, and report directly into Nick Farnhill.

“This is a significant moment that sees our Publicis Groupe strategy manifest into a new kind of agency which combines specialist talent and skills to better service our clients”, said Annette King, CEO, Publicis Groupe UK.

“Publicis.Poke is a de-siloed agency, that brings fluidity to all the places that a brand can exist and one that recognises technology has created a continuous world for consumers.”

Nick Law, Chief Creative Officer, Publicis Groupe said: “The future of our business is about connecting capabilities. In Publicis.Poke you have an agency designed to be broad and modern; that can deliver dimensional ideas that live in the world our clients customers live in.”