Publicis, Google and Conde Nast are teaming up to help luxury brands understand and reach high net worth individuals.
Publicis Worldwide has launched La Maison, a premium service platform that is a collaboration between Google, Condé Nast and Publicis Groupe digital networks and seeks to help luxury brands better target high-net-worth individuals.
La Maison, or, “Home,” will provide insight, content and access to digital agencies, which Publicis says helps luxury brands “stay at the forefront of trends and experiences…as competition shifts to new markets and digital channels.”
La Maison will be led by Charles Georges-Picot, CEO of Publicis 133. Raul Martinez, Design Director of Vogue USA, Co-Founder and Chief Creative Officer of AR, will be responsible for the creative content output. And a global luxury team within Google under the management of Ariane Rivier will contribute trends analysis and content distribution advice.
Google will provide insight into the digital habits of affluent consumers, including their interests for brands and products, as well as their activity by desktop, mobile and tablet devices, YouTube video consumption and search queries for luxury brands. Producers will create content programs with local market customization that build relationships with consumers, a release says.
Google and Condé Nast will work with La Maison and their clients to distribute branded content across Google, YouTube and Condé Nast media channels.
And Publicis Groupe Digital networks will give clients access to digital agencies like Digitas LBi, Razorfish, Rosetta and Publicis Modem in order to develop global platforms for the brands.