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The show must go on. Internationally Advertising Festival in Cannes, June 20, Maurice Lévy had chosen for its traditional seminar to debate the digital economy with Sy Lau, CEO of Chinese Internet juggernaut Tencent Online Media Group. The opportunity to bounce back after the sudden abandonment of merger negotiations with Omnicom, May 9

This merger of the American world number two, with the French, number three, have yet created the world leader in communications, to the British WPP. While to adjust the delicate question of the succession of Maurice Lévy, 72, whose mandate runs until 31 December 2015: after thirty months of a dual direction, the successor to Marcel Bleustein-Blanchet, founder of Publicis would have ended his career on a high note as non-executive chairman of the World leader, while operating income was John Wren, Omnicom his counterpart.

"It was a nice dream, but not a necessity," said strength with good humor the boss of Publicis shareholders came in large numbers at the General Meeting of May 28 "In comex where Maurice Levy told us the project, in the heart of July, he asked us to continue business as usual, says Arthur Sadoun, president of Publicis Worldwide. For us and our teams, negotiations had no impact, nor the non-fusion . "These uncertainties have not prevented the forties to take competition recruits choice, as David Hunt, the digital agency AKQA (WPP Group), China, or Dawn Winchester, R / GA (Interpublic) , USA.

Yet unease remains. "Strategically, it was a good approximation summarizes Dembik Christopher, an analyst at Saxo Bank. The real question now Publicis is that of the succession, this is where the failure of the merger. "And the markets are particularly attentive to these issues. Course objectives Havas were lowered when David Jones went to leave the controls to Yannick Bolloré, 34 years young heir still inexperienced.

Legacy

Dolphins, Maurice Lévy has yet had. Christophe Lambert and David Kenny did not have the patience to wait. Still in office, Jean-Yves Naouri, it is therefore given according to some, still in the race according to others. The legacy would it be too heavy? The old computer has built a machine to identify the best margins in the industry with highly centralized "shared services" that lower costs: this is the famous "model Publicis' Maurice Levy wanted to transpose across the merged group to produce 2 billion euros in annual cash flow. Visionary, he also initiated the transition to digital in 2006, with the acquisition of the U.S. agency Digitas, followed by several others. Result: in 2013, the group achieved 38% of its worldwide turnover in the digital, which is number one in the United States and around the world, according to Advertising Age.

"Today is priceless for Publicis," praised Elisabeth Badinter, President of the Supervisory Board, the General Meeting of Shareholders. Recalling that Publicis has known only two leaders since 1926 - Marcel Bleustein-Blanchet and Maurice Lévy since 1987 -, daughter of the founder identified the difficulty of succession: "This stability in governance is certainly part of the specificities of Publicis. "Will it be possible to continue after the departure of Maurice Lévy?

Two weeks after the general meeting in his office overlooking the Champs-Elysées, the CEO agrees to return to the film of the last ten months. The proposed merger? "The result of the meeting, summarizes Maurice Lévy With John Wren, we looked at how to create something masterful.." In the Timeline, it did not budge: "It was a merger of equals, with slightly shareholder of Publicis, a true 50/50 for directors, a two-thirds majority for any strategic decision, and well shared between teams from two groups responsibilities. "When it became clear that" Omnicom wanted to monopolize all positions ", it was decided to stop spending. "I thought it was better to take the risk of being criticized, rather than endanger the future of the company."

And now? "What helps Publicis is to be presented to analysts its five-year strategy in April 2013 in London, says Bruno Herring, Oddo. Objective was to achieve 18 to 20% margin in 2018 against 15.9% in 2013, increasing shared services and pursuing acquisitions in big data. " The Group therefore has no plan B to find ... Just to come back to plan A! "We are working to put this strategy day after the failed merger, says Maurice Lévy We advance in digital The real question for us is:..? How to recreate a new difference" Another wave of acquisitions is already announced.

To an extension?

As for the estate ... "The situation is quite unique, recognizes Maurice Lévy. When I succeeded Marcel Bleustein-Blanchet, I was in charge of some businesses. But we were present in France and in some other countries, which now represent only 27% of our turnover! It's complicated, and find model may be different. Any idea of cloning should be banned. "Maybe Does it take a blend of complementary skills to face the new time. Arthur Sadoun and Jean-Michel Etienne, CFO whose maintenance would have been the ultimate stumbling block in negotiations with Omnicom, have a role to play.

"More form than ever," according to his entourage, Maurice Lévy ensures that there will not be a candidate to succeed him in December 2015. But the supervisory board could ask him to stay a little longer, the age limit has been postponed 75 years -. expiring February 18, he has said, to the General Assembly 2018 Whatever happens, "I will continue to help as much as I can, even to a non-operational position." Way of saying it will give time to time.