For the French organization, it was a bet on both digital media and a more global leadership. A programmatic veteran, Tobaccowala is adamant about enhancing data-driven buying. But he’s also a big proponent of the agency’s role and its ability to leverage that data for better storytelling in advertising.
For Publicis Groupe, Tobaccowala’s new role reaffirms a commitment to data and innovation as the organization struggles to quell the ripple effect from two massive reorganizations and bounce back after losing major accounts during 2015’s Mediapalooza.
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