The Global President of Business Transformation at Publicis Media notes that understanding the customer journey had traditionally been viewed through a paid-media lens, but now media agencies need to be transformation partners with clients. "Now it's much broader end to end," Hartell says. With this in mind, Publicis Media earlier this year "unfolded" its global operations by executing broad changes in structure and leadership roles "in order to be able to make it much easier for clients to navigate our organization," Hartell says. "They can come into Publicis Groupe from wherever they need to but can access the best talent and the best skills and capabilities. We've made ourselves much simpler for clients." He points to the acquisition of Sapient Corp. for its technology and consulting credentials as augmenting Publicis' brand, creativity and media skillsets. "We stand alone as agencies but can snap together around client problems or solutions whenever we need to," says Hartell.