Publicis Groupe ANZ has launched Le Truc, a new creative collective designed to deliver multidisciplinary solutions that extend beyond traditional agency structures.
Le Truc is positioned as a flexible model that combines the agility of a startup with the scale of the wider Publicis Groupe network.
It will work in close partnership with the Groupe’s ANZ agencies, drawing on talent across creative, strategy, media, data and technology.
Originally founded in New York as a centre of excellence, Le Truc was built on the idea that creativity is strongest when disciplines work together.
The ANZ launch brings that philosophy to Australia and New Zealand, tailored to local market dynamics.
A model built to unlock cross-disciplinary thinking
The name Le Truc comes from the French term for “the thingamajig”, reflecting the collective’s focus on ideas that don’t fit neatly within traditional agency silos.
Andy Bird, Founding Partner and Chief Creative Officer at Le Truc, said: “Le Truc was created to unlock possibilities that do not fit neatly into one discipline. And to break the model and give opportunities to creatives who don’t necessarily fit into a traditional agency department… hence our name Le Truc – ‘The Thingamajig’. ANZ has the talent, the clients and the ambition to take this model somewhere new.”
Le Truc ANZ will be led by Dave Bowman, Chief Creative Officer of Publicis Groupe ANZ, alongside Executive Creative Directors Katrina Alvarez-Jarratt and Iain Nealie.
Bowman said the collective strengthens the Groupe’s broader ecosystem. “Le Truc is a shapeshifting creative collective that brings different thinkers together to solve problems requiring a new kind of approach. It adds firepower without stepping on toes and opens the door to new types of work.”
Leadership with innovation credentials
Alvarez-Jarratt joins the leadership team with a track record recognised at Cannes Lions, D&AD, One Show, AWARD and Spikes Asia. Her work spans innovation, behaviour change and digital craft.
“Clients want partners who can help them make category-defining moves. Le Truc is built to deliver that without the usual constraints,” she said.
Nealie returns to Publicis Groupe after more than a decade at Google APAC, where he led regional innovation initiatives and developed new creative products and technology-enabled brand platforms.
“It’s great to be back. Le Truc offers the kind of opportunity creatives dream about. The speed of a startup, but with the talent and capabilities of the entire Groupe behind you,” Nealie said.
Publicis Groupe ANZ CEO Michael Rebelo comments
Publicis Groupe ANZ CEO Michael Rebelo described the launch as an additional format to solve complex client challenges.
“The shape of this collective will help Publicis Groupe ANZ unlock exponential creative opportunities for our clients and agency brands, giving us another format to bring creativity to our clients’ business challenges,” Rebelo said.
Le Truc ANZ will collaborate across all Publicis Groupe agencies, operating as an embedded creative resource designed to support ambitious briefs that demand integrated thinking.