Publicis Sapient is the digital business transformation hub of the advertising giant Publicis Groupe
From its roots as a premier consulting firm founded in the 1990s, Publicis Sapient has evolved into the digital business transformation hub of the advertising giant Publicis Groupe, bringing significant clout and mindshare as a digital business consulting partner for clients.
Central to Publicis Sapient’s recent success has been the visionary leadership of Nigel Vaz, appointed CEO in 2019. With his entrepreneurial background and experience as Publicis Sapient’s leader, Nigel has developed a unique perspective and approach to client relationships. He shared his lessons learned and vision with HFS in a recent videocast with HFS CEO Phil Fersht.
Under Nigel’s leadership, Publicis Sapient has been on a mission to partner with its clients to achieve and sustain competitive advantage by unlocking new sources of value through SPEED.
Under Nigel’s leadership and vision, Publicis Sapient has placed its bets on these fundamentals for partnering with clients on their digital business transformation journeys in the new hybrid economy with digital at the core.
One noteworthy example of transformative partnerships is the mature, value-driven relationship between Publicis Sapient and its long-standing client, Marriott. The pandemic has been particularly challenging for travel and hospitality brands.
At the same time, it created some room to work on strategic initiatives that empower them to navigate and even embrace future changes, market dynamics, and threats. Marriott embarked upon an ambitious initiative to build a new vacation rental digital business, Home & Villas by Marriott Bonvoy (HVMB). HVMB is a marketplace platform with listings of over one hundred thousand luxury and premium homes worldwide providing its 150M+ Bonvoy members a long-term vacation rental product.
Publicis Sapient and Marriott International entered an outcome-based partnership model for HVMB to build this next-generation platform business. Publicis Sapient financially invested in delivering HVMB for Marriott in return for a revenue-sharing agreement on properties booked through the new HVMB platform.
Through this strategic partnership, Publicis Sapient helped Marriott not only develop a lucrative new platform business but also transformed the culture, operations, and technology processes that enable the company to compete effectively in a digitally led travel experience era.
To create this market vision paper, Melissa O’Brien, HFS Executive Research Leader, and Phil Fersht, CEO and Chief Analyst, talked at length with the Publicis Sapient team to understand the firm’s strategic direction and how it’s unlocking new sources of value with digital innovation.
Melissa O’Brien, Executive Research Leader
Melissa O’Brien is an Executive Research Leader and Head of Research Operations at HFS Research. Melissa leads HFS’ research initiatives for all things customer experience, including contact center, digital marketing and sales, CX design and conversational AI. Her industry research focuses on key services dynamics within retail, CPG, travel and hospitality firms. Melissa also looks after operations across all research coverage areas, helping HFS realize our own version of OneOffice. Learn more about Melissa.
Phil Fersht, CEO and Chief Analyst
Phil Fersht is widely recognized as the world’s leading industry analyst focused on the transformation of business operations and technology spanning over two decades. He has a global reputation for calling out the big trends, being unafraid to share his honest views, driving a narrative on the technology and business services industries that shape many leadership decisions. His reputation drove him to establish HFS Research in 2010, which has today grown into one of the leading industry analyst firms and the undisputed leader in IT business services and process technologies research. Learn more about Phil.
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