Publicis evolves

The fossils are moving.

Publicis Groupe has announced plans to create a full-service agency called the Insight Factory, combining the services of Leo Burnett, Starcom MediaVest and Digitas.

The move responds to clients like Proctor & Gamble and Samsung, which need a single point of contact for multidisciplinary campaigns, reports Advertising Age. The agency will roll out early next year.

The new model puts clients seeking a full range of services under a single team leader, instead of parking accounts under a single agency.

The three agencies will remain separate, to continue offering individual services to other clients.

The new arrangement demonstrates in action Publicis' verbal commitment to spreading its seeds.

Earlier this week, Publicis CEO Maurice Levy stated his belief that too many companies were chasing too few online ad dollars, calling the Microsoft-Facebook deal "insanity."