Agency Performance Review 2023: Digitas North America

Agency Performance Review 2023: Digitas North America

Digitas retained all of its clients and expanded scopes with existing clients as it expanded content and production capabilities and brought clients into the metaverse.

Snapshot

Agency type/ownership: Full-service agency; owned by Publicis Groupe

Organic rowth rate: Declined to provide

New clients: >20

Total accounts: 68

U.S. headcount: 1,492

Employee turnover: Shared on background, not for publication

Key U.S. personnel: Jodi Robinson, CEO North America; Erin Quill Keough, chief talent officer; Atit Shah, chief creative officer; Megan Jones, chief media officer; Young Lee, chief strategy officer

Women on staff: Shared on background, not for publication

Women in leadership: 60%

BIPOC on staff: Shared on background, not for publication

BIPOC in leadership: Shared on background, not for publication

Top-line review

For Digitas, 2022 was marked by organic growth with existing clients in an effort to grow integrated remits across creative and media. Sephora, for instance, added content and production to its media scope. The agency also stayed steady with current clients, not losing a single account, and made notable strides in its diversity efforts, which span both internal programs and efforts to influence client work. A notable example is The Beauty of Blackness, an award-winning film Digitas produced for Sephora, which also highlights its evolution into a content, creative and production partner.

The breakdown

Business performance

Despite declining to share revenue, Digitas successfully grew its integrated clients across media and creative — a strategic objective for 2022. Revenue from integrated pitches increased by 11% year over year, and Digitas said nearly half (47%) of revenue came from integrated business. Digitas also increased its global client list with Norwegian Cruise Line and Crocs, achieving another 2022 goal.

New business

The agency participated in more than 74 pitches in 2022, winning upwards of 20 new clients, including Salesforce, Hey Dude, Norwegian Cruises and Crocs. New clients made up 17% of 2022 business. 

Clients

Digitas didn’t lose any of its 68 clients in 2022, beyond a few completed projects. Sephora is among the clients that increased its scope from a media account to include content, creative and production. Sixty-seven percent of Digitas’ accounts are AOR, with 33% project work on the roster. 

Talent 

U.S. headcount tallies 1,492 full-time staff, with an additional 41 freelancers. Digitas claims a substantial drop in attrition rate, but the figures are confidential. The offices are open, but employees are not required to come in.

DE&I 

Though Digitas declines to share diversity figures for its entire staff, 60% of its leadership team are women, and numbers shared on background show that diversity of senior staff is increasing. Last year, Digitas promoted Danisha Lomax to head of client inclusivity and impact, a new role developed outside of HR designed to influence more inclusive client work. Lomax also leads a multicultural center of excellence, which pressure-tests work for equity and inclusion before it hits the market. 

Digitas also doubled down on Enable, a business resource group dedicated to disabled talent, which grew 300% in 2022 to 375 members across 18 cities. In addition, Digitas has an Accessibility Center of Excellence, consisting of designers, developers and QA experts who ensure accessibility and inclusion within digital products. 

Sustainability

In addition to adhering to Publicis Groupe sustainability targets and goals, Digitas has an employee resource group called Écologique to further its agency-level efforts.

Innovation

Early to the metaverse frontier, Digitas worked with Walmart to launch a brand experience in Roblox called Walmart Land. It also created the Walmart Universe of Play, where people can interact, connect and shop virtually, and is doing work with other clients, which it declined to share for publication, on metaverse-related projects. 

Creativity

In addition to being awarded Campaign US’ Brand Experience Agency of the Year, Digitas won Shorty’s Large Agency of the Year. As for the work, the firm won a Tribeca X Award in the Feature Film category for The Beauty of Blackness, a feature-length film that debuted on HBO Max. It also won bronze and an audience honor for two campaigns at the Shorty Awards: The Other Side and Whirlpool: The Great Microwave Debate

Top CEO challenges

  • Creating a DE&I leadership position that impacts talent, clients and work equally
  • Growing integrated media and creative remits with current and new clients 
  • Identifying and retaining diverse talent

Campaign US distinctions

NOTE: *Data provided by R3. All other data in this profile was self-reported by the agency.

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