Diana Marszalek 06 Sep 2018 // 11:10AM GMT
NEW YORK — Three years after Ron Guirguis took charge as US CEO, MSL is concluding a lengthy restructuring designed to revive growth at the Publicis Groupe agency's North American operation.
The final stage of the overhaul has rolled out over the last six weeks or so, during which more than 20 MSL staffers departed the firm amid the implementation of a new leadership structure that includes the creation of a national executive team. Doug Busk, who was MD of MSL's Atlanta office, is among those who have left due to the changes.
“Part of (the restructuring) was getting our staff mix right, and that involved unfortunately parting ways with some folks” including some long-time employees, said Guirguis, adding the agency is “incredibly grateful for their time and service.”
Guirguis said that MSL will ultimately hire approximately twice the number of employees who have departed the agency as it seeks to break down barriers to collaboration by shifting to a single P&L and leadership team across North America. MSL's previous model put leadership and P&Ls in the hands of regional offices.
“(We are) shaping our business to evolve our structure, our operating model and our staff to get the organization to do the best possible work,” Guirguis told the Holmes Report. "To be able to access and work on any account across sectors is pretty differentiating for staff…and we also think it’s really powerful for clients,” Guirguis said.
The new executive leadership team includes Danielle Wuschke, managing director of MSL’s Boston office, who has been promoted to US COO. Wuschke will have oversight of the agency three major components — practices, industry sectors and centers of excellence (which focuses on implementing specialist expertise across the business).
Chicago MD Amy Cheronis has been named chief integration officer for MSL in the US, taking on responsibility for the agency’s growth and collaborative opportunities with sister Publicis agencies. Cheronis will also work with office leads on such areas as talent.
In addition, Vincent Dente joins MSL as the firm's new US executive creative director, arriving from Edelman, where he served most recently as an EVP and ECD. Mike Holloway continues as MSL’s new business lead, working with a unified team across offices.
Guirguis, who became the fourth US head in four years when he joined MSL in 2015, launched the restructuring following a difficult period for the US operation, which has 450 employees and is responsible for one-third of the group’s global business.
Guirguis noted that efforts to evolve the business to keep pace with changing client demands will be on-going. “It’s evergreen.”