Investment Associate

Dentsu has not left The Trade Desk's OpenPath in France. April 9, 2026 12:01 Pierre Calmard, CEO of Dentsu France, criticizes the accusations made against DSPs by recalling that no platform displays the details of its prices. JDN. Publicis advises its clients to no longer use The Trade Desk (TTD), Omnicom announces launching an audit on the same DSP. How do you interpret these news? Pierre Calmard. These news reflect the question of value sharing in a market that has become extremely complex with a significant number of data and technological layers placed between the advertiser and the media space hosting their campaign. This is exacerbated during crisis periods: agencies, in addition to publishers, are heavily impacted by the decline in advertising budgets. However, since The Trade Desk provides data and technologies that need to be compensated, it is possible that some players sometimes have difficulty understanding the price to pay for its services. The future looks even more uncertain with the rise of AI, a technological accelerator that will certainly drive prices down. At Dentsu, do TTD's rates seem clear to you? It is curious that this debate on transparency focuses on TTD when on players like Google, Meta, or Amazon, the question does not arise. Therefore, this topic of transparency must be put into perspective. In reality, no platform used by advertisers offers true transparency on the prices applied. It is true that TTD offers a lot of options, requiring traders to have proven skills to manage it without exploding costs. But you can always choose not to activate certain features. Why blame TTD for an issue that ultimately concerns the entire industry? Because even when we buy advertising space from a sales house, the sales house's margin is not public, but it is not a 'hidden cost,' it is part of the selling price. It is more complicated when technology and data need to be fairly compensated, but it is the same principle. Has TTD become bothersome for Publicis, which is increasingly equipping itself with technologies in a more integrated approach? Publicis seems to be becoming more and more integrated indeed, especially with Epsilon in the United States. But this is not an isolated case; other agencies are following this approach. By platformizing, the group might see certain platforms as potential competitors. However, I cannot confirm that in this specific case, it is about a provider that has become bothersome for the group. At Dentsu, we do not believe in the fully integrated model. Agencies cannot claim to replace technological platforms; unique solutions do not exist. We work agnostically with all potential partners in the market that can provide good performance to our clients in a healthy logic of interdependence. We constantly audit and test new solutions without claiming exclusivity. The value of agencies lies precisely in their ability to orchestrate across different tools and platforms the overall media strategy of their clients, something platforms will never be able to offer them. Do you confirm that Dentsu has left The Trade Desk's OpenPath program? In France, this is not the case, and I cannot speak for other countries. It is a solution that has its advantages and disadvantages and can prove relevant in certain cases. The advantage is that it allows us to access premium inventories at interesting prices. The solution also has limits; we only use it if the performance meets our clients' expectations. In short, we use it little, but we have no dogmatic position: what matters is our clients' interest. Listening to you, the question of hidden costs or margins of these platforms is a non-issue. Absolutely, because the real issue is not solely transparency, but the performance that our clients demand from us. When I buy from Google, I do not know the share that is returned to publishers. Why should it be different with TTD? Whatever the advertising space chosen and the technologies activated, what the advertiser wants to achieve, with brand safety, are results on the expected indicators (awareness, consideration, conversions, sales, etc.). The means to get there do not matter. The latter is the expert's job, who must determine the best possible mix to achieve it with brand safety. It may require activating dozens of technological partners for various tactical reasons to find the right data, avoid losses, identify cheaper and equally performing spaces, etc. Therefore, it is not a question of transparency but of complexity that must be leveraged effectively. The only real problem is fraud: when purchased advertising space is not broadcasted or not in the right place. That the players in the value chain get compensated poses no problem if the solutions are relevant and bring performance. The negotiation of commission on media buying between agencies and technological providers, prohibited in France, is it a reality in your market that can sometimes explain clashes when it is not successful? The Sapin Law indeed prohibits media agencies from being compensated on the media bought, even when part of an international group. However, it is allowed everywhere else in the world. This creates a major competitive imbalance that results in French agencies and publishers missing many opportunities to capture budgets. When you compare the profitability rates of French agencies to those of their international counterparts, the difference is dramatic. We live in an open world: large communication groups buy their global campaigns from New York, London, or Shanghai, and certainly not from Paris. Therefore, campaigns are broadcasted in France without considering the requirements of the Sapin Law. This causes business loss for agencies and money loss for French media. This is a major problem that alone justifies a complete overhaul of the Sapin Law.

Omnicom Media names new global brand president for OMD. Omnicom Media has appointed Ellen Griffin (pictured) as global brand president of its media agency network, OMD, succeeding George Manas, who has moved to Omnicom as chief growth and solutions officer. In her new role, which takes effect immediately, she will oversee strategy, capabilities and service solutions for the agency globally, ensuring markets are equipped with the tools, talent and technology needed to drive growth for clients, the business and its people. The role of global brand president is a newly introduced title across Omnicom Media agencies following the group's acquisition of IPG, replacing what was previously known as the global CEO position. According to Florian Adamski, CEO, Omnicom Media, the leadership appointment reflects the network's focus on placing practitioner-leaders in senior roles across its agencies. "George has been an exceptional steward of the OMD brand over the past four years," Adamski said, noting that during Manas' tenure the network strengthened its position as a leading media agency globally. Griffin joined OMD in 2018 as global innovation director and has since played a key role in evolving the agency's operating model, talent strategy and capabilities to address the changing needs of modern marketers. She later moved into the role of global chief client solutions officer, where she helped develop customised client solutions powered by the Omni Intelligence Platform. As the agency's first global COO, she also led the development and adoption of customised operating models across OMD's global client base. Adamski said Griffin brings extensive experience, having led marketing transformation for clients including The Clorox Company, McDonald's and PepsiCo. "She will ensure OMD agencies around the world fully leverage Omnicom Media's strengths in scale, data, identity, commerce and talent to unlock growth for our clients." Griffin takes on the role at a time when the marketing landscape continues to evolve rapidly, with platforms shifting, commerce expanding and AI reshaping how consumers discover and engage with brands. "In this environment, clients need partners who help them navigate not only the challenges they see, but the ones they do not yet recognise," Griffin said. "By connecting insights, platforms, data and media strategy, we help clients anticipate change, unlock new opportunities for growth and act with confidence in an increasingly dynamic landscape." The move is part of a series of leadership changes underway across the group globally. Joey Zhao, CEO of PHD China, was appointed chief operating officer of Omnicom Media China earlier this month, bringing 15 years of experience to the role. Zhao will continue to lead PHD China alongside his new group-wide responsibilities. Meanwhile, Omnicom Production has appointed Melissa Chan as its CEO for APAC, according to a post she shared on LinkedIn. She reports directly to Omnicom Production global CEO Sergio Lopez. Earlier this year, MARKETING-INTERACTIVE reported that Omnicom Public Relations would restructure its global PR portfolio following Omnicom's acquisition of IPG. It was said that Golin and Ketchum would merge to form a single agency, while Porter Novelli will integrate as a dedicated brand within FleishmanHillard.