Source: Adweek
As an agency, it’s important to understand your client and the brand you will be tasked with creating campaigns for. Publicis Groupe took that process of learning as much as possible about the client to the extreme last week.
A group of 30 employees from across Publicis Groupe–including Saatchi & Saatchi chief strategy officer Wanda Pogue and MSLGroup CEO Ron Guirguis–woke up at around 3 a.m. last Friday morning to take part in USAA’s 20th annual Zero Day PT.
“Usually as an agency person you are given a deck and you’re told this is a consumer, this is what they do and this is how they feel. We just went through an experience that I think is completely transformative,” Pogue said. “Do we know everything there is to know? Maybe not, but can we empathize a little more with our men and women who serve this country? Absolutely.”
Here’s a short look at what goes on at Zero Day PT.
USAA consolidated its marketing with a number of Publicis Groupe agencies last October. At the time it was announced that Saatchi & Saatchi would handle creative, PR would fall to MSLGroup, Razorfish would head up digital and Spark Foundry (formerly Mediavest | Spark) would take on media planning and buying.
