Publicis Communications MEA has joined forces with Google to enhance its digital-first approach across the roster of creative agencies, Leo Burnett, Publicis, Saatchi & Saatchi and Arc.

The partnership aims to help Publicis Communications MEA creative agencies “adopt, develop, and apply a digital-first approach and power integrated thinking, resulting in effective, engaging, industry-defining, award-winning campaigns that dwell in the digital domain and use Google platforms and products at its best,” according to a statement.

The collaboration entails a joint business plan with the creative agencies to excel in their digital, integration and collaboration agenda, as well as a capability-building program for their teams across Google platforms.

A learning program launched that partnership starting with the Google All-Stars Academy 2.0. Over 60 participants from the MEA region leadership teams of Leo Burnett, Publicis, Saatchi & Saatchi and Arc came together to attend the recent tailored four-day Google All-Stars Academy 2.0. in Dubai held between from May 29 to June 2, 2017.

Through talks and workshops, the Academy provided a platform for a vibrant discussion on how to operate with a fully integrated and digital-first model, aligned with Publicis Communications’ ‘Power of One’ model.

The program included speakers from Google, publisher and consultant Contagious, think tank the Zoo, video platform YouTube and its content creators, as well as production house Prodigious. Participants took part in a live brief challenge and Google and The Zoo committed to giving full support to the winning team in the execution of their campaign

“As communications specialists who constantly have our fingers on the pulse of the creative evolution, we have been investing in our digital capabilities to ensure using the alchemy of data and creativity empowered technology. Joining forces with Google enables us to further bolster our user-first approach via superior access to data and technology. This will empower our clients to win in the digital space through cutting edge, award winning campaigns that deliver engaging and effective business results,” says Raja Trad, CEO, Publicis Communications MEA, in a statement.

Bechara Mouzannar, chief creative officer of Publicis Communications MEA adds, “In today’s world where content rules and users create, we constantly need to ignite an entertaining conversation between the brand and the people. Creativity doesn’t stop anymore at the brilliance of the idea but also depends on how relevant and innovative we are in engaging with the people. Through technology and knowledge, Google enables us to cast fresher human insights and elevate our ideas to new heights”

The Google All-Stars Academy 2.0. marks  the beginning of that collaboration between Publicis Communications MEA and Google. An extensive learning program is planned to further build the capabilities of all the teams at Leo Burnett, Publicis, Saatchi & Saatchi and Arc. The capacity building initiative will include Google products’ certification programs and a framework that will enable best use and understanding of Google ecosystems for all the Publicis Communications MEA creative agencies. Initiative will also include road trips in every office within the MEA region to train teams on Google products, platforms and tools, as well as a close collaboration with brand teams to foster a digital first, integrated thinking approach to campaigns that dwell in the digital domain. Furthermore, the collaboration will provide great support to the agencies using Google digital platforms and help achieve effective business results.

In the words of Alex Brunori, creative lead for Google MENA: “By collaborating closely with a prestigious Group like Publicis Communications, one of the most revered and effective communication powerhouses in MEA and the world, we aim to keep fostering and accelerating the digital transformation of one of the most exciting and digital savvy regions in the world, bringing brands and users closer than ever before. There has never been a better moment, and a better region, to be in advertising”.