Publicis Groupe ANZ launches Le Truc

Publicis Groupe ANZ has launched Le Truc, a creative collective for multidisciplinary projects that extend beyond traditional advertising.

Le Truc will collaborate closely with the Groupe’s ANZ agencies.

Originally founded in New York as a hub uniting creativity, strategy, media, data and technology, Le Truc now brings that approach to Australia and New Zealand with a local lens.

Le Truc, named after the French term for “the thingamajig,” brings together creatives across Publicis Groupe’s agencies, embodying ideas that arise when diverse minds collaborate.

Unlock possibilities

Andy Bird, founding partner and chief creative officer at Le Truc, says: “Le Truc was created to unlock possibilities that do not fit neatly into one discipline.

“And to break the model and give opportunities to creatives who don’t necessarily fit into a traditional agency department – hence our name Le Truc – ‘the thingamajig’. ANZ has the talent, the clients and the ambition to take this model somewhere new.” 

Le Truc ANZ will be led by Dave Bowman, chief creative officer of Publicis Groupe ANZ, alongside executive creative directors Katrina Alvarez-Jarratt and Iain Nealie.

The opportunity creatives dream about

Alvarez-Jarratt is a creative leader recognised at Cannes Lions, D&AD, One Show, AWARD Award and Spikes Asia for work across innovation, behaviour change and digital craft.

She brings a strong instinct for culturally powerful ideas that also drive commercial impact.

“Clients want partners who can help them make category-defining moves. Le Truc is built to deliver that without the usual constraints,” she says.

Nealie returns to Publicis Groupe after more than a decade at Google APAC, where he led regional innovation initiatives and developed new creative products.

“It’s great to be back,” he says. “Le Truc offers the kind of opportunity creatives dream about. The speed of a startup, but with the talent and capabilities of the entire Groupe behind you.”

A shapeshifting collective

Bowman says: “Le Truc is a shapeshifting creative collective that brings different thinkers together to solve problems requiring a new kind of approach. It adds firepower without stepping on toes and opens the door to new types of work.”

Publicis Groupe ANZ CEO Michael Rebelo adds: “The shape of this collective will help Publicis Groupe ANZ unlock exponential creative opportunities for our clients and agency brands, giving us another format to bring creativity to our clients’ business challenges.”

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