Publicis launches "Luxe" hubs in Geneva and Zurich
Publicis Groupe Switzerland is expanding its offering in the luxury segment and launching Publicis Luxe in Geneva and Zurich. The new hubs complement the existing locations in Paris, Shanghai and New York and are aimed at premium and luxury brands.
Publicis Luxe offers comprehensive strategy, campaign development, digital business, CRM, social media, production and innovation for brands from all luxury segments. These include fashion, beauty, fragrances, jewelry, watches, lifestyle, culture and high-end hospitality. With the new locations in Zurich and Geneva, the agency aims to move closer to global luxury brands based in Switzerland. The agency combines traditional values of the luxury industry with modern digital solutions and supports brands in consolidating their position in global markets, addressing their target groups emotionally and with unique content while creating innovative digital experiences.
"Publicis Luxe creates strong, creative brand worlds that reflect both the character and the values of luxury brands," explains Charles Georges-Picot, CEO Global Luxury Practice Publicis Groupe, Global Client Lead. There is already "curiosity and willingness" on the part of Swiss premium and luxury brands to work with Publicis Luxe, says Georges-Picot.
Changing luxury narrative
The expansion of Publicis Luxe is taking place in a changing luxury sector. This change is characterized by a variety of dynamic forces: While the arrival of Gen Z brings with it new values such as sustainability, digital innovation and cultural authenticity, other trends are also coming to the fore. The booming economy of the second-hand market and the increasing demand for immersive experiences are reshaping the luxury landscape.
Publicis Luxe supports brands in navigating this change. Always with the aim of ensuring that luxury brands can retain their loyal customers and at the same time appeal to new target groups through special experiences.
"Switzerland has helped write the history of the luxury goods industry. At the same time, premium strategies are becoming increasingly important in many sectors," says Alexander Haldemann, CEO of Publicis Groupe Switzerland. "Until now, however, there has been a lack of an agency with dedicated luxury expertise and direct access to the key markets in Asia and North America. We are closing this gap with the launch of Publicis Luxe at our hubs in Geneva and Zurich."
The Swiss team at Publicis Luxe includes Groupe Client Lead Switzerland Türi Cengiz , Priscilla Rossi, Strategy Lead Switzerland, Deborah Marino, Global Chief Strategy Officer, and Alexis de Montaigu, Global Client Lead and Chief Growth Officer.
