Condé Nast, Publicis and Google have joined forces for a new marketing service – called La Maison – that will be focused on producing engaging content for marketers in the luxury space.
Publicis are working with Google on collecting data around consumer trends while publisher Condé Nast's branded content group will advise on content that will resonate with consumers.
La Maison will be run by Charles Georges-Picot, currently CEO of Publicis 133, who said: “[La Maison has] unique access that brings fresh insights to our clients—whether it’s understanding the behaviours of Brazilian luxury buyers and spotting the next big social channel in China to providing unique fashion films and exclusive editorial content, we will ensure premium brands are at the forefront of innovative marketing and consumer knowledge."
Meanwhile, Ariane Rivier will oversee the analysis and content distribution strategy on the Google side.
Carlo D’Asaro Biondo, president of EMEA Operations, Google, explained: “Our platforms from Google Search to Google+ and YouTube generate billions of consumer signals that will combine perfectly with the creativity of Publicis and the ideal content of Condé Nast to deliver meaningful, digital, brand engagement strategies for clients.”
Condé Nast will also distribute content across its websites and/or magazines including Vogue, Allure, GQ and Vanity Fair.
Vogue design director Raul Martinez has also been tapped to oversee the company’s creative side and brands already tipped to have become clients of the agency include Cartier and Yves Saint Laurent.