TROY—Hass MS&L, the Detroit operation of Manning Selvage & Lee, will have a major role in a new Publicis venture called Chemistri, which is dedicated to building brands for the agency’s General Motors clients. Chemistri is being formed via a renaming of the D’Arcy Detroit operation and consolidates global Publicis-GM relationships into one multi-disciplinary organization.
The agency’s clients include Cadillac, Pontiac, GM Service and Parts Operations and several global GM operations.
According to Patrick Sherwood, CEO of Chemistri. “Changes in our industry, our agency and our client have converged, giving us the perfect opportunity to transform ourselves and fundamentally re-engineer how we operate across brands, businesses and geographies.” He says Chemistri will challenge the traditional integrated marketing model “that often focuses only on translating the look and message of advertising into other marketing forms.”
Chemistri’s model creates a true idea-neutral, multi-disciplinary approach by eliminating major barriers such as conflicting financial incentives that encourage departmentalized thinking. Chief creative officer Gary Topolewski sums up the creative process as: “The best idea wins. Our goal is to push the boundaries of conventional thinking and create ideas that radiate into every corner of a brand’s world.”
Chemistri brings together partner companies in a range of communications disciplines including: D’Arcy-Martin Group for regional marketing; Arc Communications in marketing services; Vigilante, AdmerAsia, Bromley and Double Platinum in diversity marketing; Semaphore in interactive and Leo Burnett in creative services. Also, it will leverage other important partnerships with GM Planworks in media planning and Hass MS&L.