Publicis Sapient

Introduction to Management Consulting, MENA

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 Publicis is one of the most influential and
successful global marketing and digital
transformation platforms in world, with the
PUBLICIS GROUPE
highest market cap of its industry.
THE POWER OF ONE
We are the
EUR 10bn revenues
80,000 people Digital Business Through a powerful alchemy of creativity and
Transformation hub of
100 geographies
Publicis Groupe technology, we are helping are drive
transformation across the entire value chain
with 3 main Solution Hubs that connect
We are part of the together to offer “The Power of One” to our
Publicis Groupe. clients

Publicis Sapient was acquired in 2015 to be

the digital transformation engine of the Group
You
Publicis Communications (Comms strategy
and Advertising): Leo Burnett, Saatchi &
Saatchi, BBH, Marcel
EPSILON

Publicis Media (Media buying & Planning):

Starcom and ZenithOptimedia
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Epsilon – the Customer Identity champion

Publicis Sapient – a global digital partner across industries

OUR SCALE OUR CLIENTS ANALYST

RECOGNITIONS

13,000 A Leader in the Forrester WaveTM:

Global Digital Business Transformation
Passionate People Accelerators, Q1 2019

We are a modern digital transformation BEST-IN-CLASS in the The Forrester

Wave™: Innovation Agencies

50+
partner helping leading organisations
Leader, IDC Worldwide MarketScape for
become digitally enabled and better serve Digital CX Consulting
Offices Leader, IDC Worldwide MarketScape for
your customers and thrive in the future
Globally Connected Digital Product Innovation

Celebrating 30 years – born in the digital age Leader, IDC – Digital Transformation
Services
for the digital age
30 Leader, IDC MarketScape Worldwide
Retail Omni-Channel Commerce
Platform Consulting and Systems
Years of Digital Pioneering and
We offer services from Strategy to Execution Integration
Customer Innovation

DEEP INDUSTRY EXPERTISE

Consumer Products, Energy & Commodities, Financial Services, Health, Public Sector, Retail, Telco / Media / Technology, Transportation & Mobility, Travel &
Hospitality

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Our Mission: To help people thrive
in the brave pursuit of next.

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 For nearly 30 years, we’ve been helping our
clients leverage the power of technology and
creativity through every evolution of digital and
consumer transformation.

1990 1998 2000’s 2014 Today

Created by MIT/Harvard Acquired Studio Focused on building an Acquired Leader in Digital

Computer Science
engineers, including the
engineer who invented the
Macintosh interface;
passionate about delivering
great technology and
internet platforms
Archetype and international business by Publicis Business
Adjacency, the two with revenue rising 30% for $3.7bn Transformation
leading design firms; and outside of North (Forrester,
E-Lab, a leading firm in American in three Gartner)
experienced based years. Built offshore
research. Together these engineering
firms combined to add capabilities in India.
best-in-class customer
Made further
experience design to
acquisitions (RazorFish)
existing engineering
capabilities

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A track record of innovation and “firsts” in the digital world

First touch-
screen
Invents First digital vending First digital First digital trade
Fixed Time / kiosks in stores First airline Launches NHS machine menu boards finance bank
Fixed Price Staples seat finder organ donor system Coke Dunkin Donuts AGTB

1993 1999 2002 2008 2009 2013 2020

1991 1997 2001 2003 2009 2010 2018 2021

First transactional First mobile Launched First smile- Food Bank Home and
retail banking website boarding pass Audi City activated donation Villas - A new
Lufthansa Vending Vending AirBnB
machine machine disruptor

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We are an award-winning Digital Business Transformation partner,
recognised by both our clients and the industry

“Publicis Sapient Excels At Designing Great Other leadership recognitions

Digital Experiences.”

“[Publicis] Sapient rates highly for their

ability to bring accelerator assets and tools Leader, Gartner 2019 MQ for CRM and Customer
Experience Implementation Services, Worldwide
to clients alongside proven digital design and
execution.”

“Publicis Sapient’s operating model

emphasizes a singular delivery capability Leader, IDC Worldwide MarketScape for Digital CX Consulting
spanning multiple disciplines.” Leader, IDC Worldwide MarketScape for Digital Operations

Leader, IDC Worldwide MarketScape for Digital

“Publicis Sapient is one of a handful of
companies that design real customer
research on behalf of their clients fully into
their transformation approach.”
Product Innovation
Leader, IDC Canada – Digital Transformation Services
Leader, IDC MarketScape Worldwide Retail Omni-Channel
Commerce Platform Consulting and Systems Integration

“Reference customers like Publicis Sapient’s

ability to deliver digital transformation at
scale and use reusable assets to significantly
reduce their time-to-market.” America’s Best Management Consulting Firms,
2019

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Our CEO Nigel Vaz is a prominent leader in Digital Business
Transformation

Market forces are causing companies to re-

think everything about how their businesses
operate.

We believe in Digital Business Transformation

to create new sources of value by
leveraging technology and new ways of
working to close the gap between what
customers today expect and how
traditional businesses operate.

I am committed to bring the best of our

teams at Publicis Sapient to embark on this
exciting journey together.

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Nigel Vaz, CEO Publicis Sapient

 INDUSTRY VERTICALS

Consumer Products
Financial Services

Travel, Hospitality
Energy & Utilities

Health

& QSR
Retail

Auto
Our Management
Consulting team sits in
Strategy and complements STRATEGY – MANAGEMENT CONSULTING

on SPEED capabilities to +
support all our Industry PRODUCT
verticals +
EXPERIENCE
+
ENGINEERING
+
DATA
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We are One global Management Consulting team with presence at scale in
North America, EMEA and Australia

Our footprint
> 30 people A team of 200 management
10-20 people consultants globally
< 10 people NORDICS

UK One connected team across the

globe.
GERMANY
US
Hybrid ways of working allow us to
FRANCE provide services to our clients
regardless of physical location.

Our teams staffing is based on the

MENA
right skill set tailored to our client’s
needs.
AUSTRALIA

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Our MC MENA leadership team
Mounir Ariss
Senior Managing Director, Dubai
(former Managing Director at
Accenture & Partner at Monitor
Deloitte)
MC leaders based outside of MENA, supporting our growth in the region:
Thierry Elmalem
Senior Managing Director, UK
(former McKinsey Senior Partner,
L’Oréal Marketing Director)
Nowfel Zorba
Associate Managing Director, Dubai
(former Senior Manager at Bain)
Olivier Abtan
Senior Managing Director, France
(former BCG Managing Director/
Partner & former Roland Berger
Principal)
Karim Zerhouni Firat Sik
Associate Managing Director, Dubai Principal, Dubai
(former Principal at Oliver Wyman) (former Senior Consultant at
Oliver Wyman)
Saba Arab Matt Locsin
Managing Director, UK Managing Director, UK
(former Associate Partner at (former Director at Doblin)
McKinsey & former Chief Strategy
Officer at LEGO Group
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 1. Born digital and specialised in digital for 30 years

2. Interdisciplinary integrated teams across our SPEED capabilities

We’re a
different kind 3. Co-creation with your teams, not done to your teams
of partner
4. End-to-end outcomes, not just PowerPoint

5. Ready to put skin in the game, not just a fixed cost / fixed time
contract

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Section 3

Credentials & Case Studies

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Marriott
E-commerce Transformation
Context
Marriott had a limited understanding of the digital purchase path their
customers took, and lacked alignment around the gaps in their current
digital experience. There were multiple content owners across the
customer journey, and limited cross-pollination of ideas and initiatives
across siloes. Publicis Sapient were engaged to identify the key moments
within a buying journey, break down siloes, and quantify the value at
stake from a better experience.

What we did
• Mapped and identified key moments within the customer purchase
journey on Marriott-owned digital properties
• Utilised industry benchmarks to help Marriott understand the value at
stake at each moment of the purchase journey
• Defined, sized and prioritised initiatives that would drive accretive
revenues for Marriott via a combination of financial value, speed of
implementation, and cost to implement
• Developed clear case for change, underpinned by rigorous financial
analysis, and clear articulation of potential business threats (e.g.
Airbnb)

Outcomes
• A clear strategy for how to activate new customer audiences, and
increase customer engagement and loyalty through reducing friction
across the consumer journey
• Identified 180% increase in digitally-influenced consumer spend,
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exceeding growth targets, alongside an expected 4-8% increase in
Earnings Per Share
McDonald’s
Digital Business Transformation
Context
McDonald’s operates at an unprecedented global scale, with more
36,000 outlets across more than 100 countries. Over time, other quick
service restaurant chains’ investments in digitally-enabled customer
experiences put McDonald’s leading position under threat. McDonald’s
engaged Publicis Sapient to help them reimagine their customer
experience as part of their “restaurant of the future” ambition, and
develop a value model to enable data-driven decision-making.

What we did
• Developed current and future state service blueprints to define key
touchpoints and enablers within the customer journey
• Created a value framework to holistically assess McDonald’s digital
initiatives, identify key interdependencies and quantify business
impact
• Conducted a technology assessment to identify key gaps
• Developed new apps, kiosks, and digital experiences to help improve
customer delight and deliver operational efficiency

Outcomes
• Launched innovative new digital experiences including in-store digital
ordering kiosks, highly rated iOS and Android pre-ordering apps,
simplified drive-thru ordering, and curbside pickup, driving increased
customer satisfaction and loyalty
• 100+ million app downloads, and 20,000+ restaurants enabled for
digital ordering
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• Significant uptick in revenues
Carrefour
E-commerce Transformation
Context
Carrefour had lost their position as France’s #1 grocery retailer to rival
Leclerc. Leclerc had invested heavily in growing their digital delivery
business, and the gap in market share was now equal to the size of
Leclerc’s digital business. Carrefour set a target to 5X their digital
revenues by 2022 to €5 billion, and engaged Publicis Sapient to help
them accelerate towards this goal.

What we did
• Undertook robust customer segmentation and analysis
• Built a digital lab with 250 business and technology people
• Adopted Agile ways of working a scale, increasing velocity 3X
• Developed a new unified website and app (instead of the 5 pre-
existing sites)
• Built new technology stack using cutting edge products, so it was
cloud-based, used micro-services, and was API-enabled

Outcomes
• Go-live for new e-commerce platform (website and app) launched in
6 months – a record for such large-scale deployment
• 4X growth in e-commerce versus French grocery industry average
• 50% increase in e-commerce conversion rates
• Increase in Net Promoter Score from +2 to +50
• Release schedule accelerated from 2-3 per year to 150 releases per
month 17

• Reduced new feature idea-to-launch times from 12 months to 3

months
Lloyds Banking Group
Enterprise Transformation
Context
Lloyds Banking Group (LBG) had grown through the acquisition of
several other financial services institutions, including Halifax, Bank of
Scotland, Scottish Widows, and others. Legacy technologies and
processes hampered them from adapting to today’s digital-first banking
needs. They engaged Publicis Sapient to help them revolutionise their
operating model and capabilities, as they targeted becoming a
radically customer-centric, mobile-first powerhouse.

What we did
• Customer Journey Transformation: Redesigned 10 key customer
journeys, created new banking propositions, and enhanced existing
propositions
• Engineering Transformation: Digitised the bank from end-to-end,
moving them to the cloud, redesigning their systems, processes and
tools
• Agile Transformation: Empowered employees to work in small, agile
teams, transforming the bank’s approach to innovation and product
design

Outcomes
• Rated #1 account-opening journey for UK banks
• 75% reduction in onboarding time for SME clients
• 95% reduction in pensions processing time
• 50% reduction in branch interview times
• 40% reduction in pensions operations effort 18

• Established 10 Agile labs, and moved from manual to automated

testing
Unilever
Digital Business Transformation
Context
Unilever’s brand.com websites (e.g. Dove.com) were foundational,
based on outdated standards, and did not serve the needs or ideals of
the brand, or those of end-consumers. To address this challenge, Unilever
engaged Publicis Sapient to help transform them into a digital-first
organisation, allowing them to move at speed and enable their
Purposeful Brands strategy.

What we did
• Developed digital strategy to enable Unilever to launch Agile labs to
help deliver cutting-edge brand websites, data-driven marketing and
Direct to Consumer (DTC) consumer experiences
• Implemented 40+ joint Unilever-Publicis Sapient cross-functional
squads across 3 continents to drive fast feature development and
launch
• Provided Product Owners with UI/UX expertise and rapid prototyping
and testing capabilities
• Designed wireframes, sketches, user research, user journeys, and
workflows to communicate designs

Outcomes
• Developed a single global digital platform to power Unilever’s 300+
brands and 700+ owned digital properties
• Provided ongoing platform support, developing core component
library for brands and 3rd parties to use, enabling €25 million in annual
cost savings
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• Enabled 1 billion+ 1-2-1 consumer relationships with brands via
meaningful, relevant online dialogues to drive both awareness and
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