AUCKLAND, Today: Publicis Groupe ANZ is rolling out Le Truc, a new creative collective built for ambitious, multidisciplinary projects that stretch beyond traditional agency structures and work alongside its agencies across the region.
First launched in New York as a hub where creativity, media, strategy, data and tech operate together, the model now lands locally with an ANZ spin and a team designed to boost briefs across the network.
The name comes from French slang for “the thingamajig”, reflecting ideas sparked when different minds collaborate rather than staying in discipline silos.
“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.” said Andy Bird, Founding Partner and Chief Creative Officer at Le Truc.
Leading the ANZ collective is Publicis Groupe ANZ Chief Creative Officer Dave Bowman, joined by Executive Creative Directors Katrina Alvarez-Jarratt and Iain Nealie.
“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.” – Iain Nealie, Creative Director
Alvarez-Jarratt brings global recognition from Cannes Lions, D&AD, One Show, AWARD Award and Spikes Asia, with a reputation for culturally sharp ideas that also deliver commercial impact.
“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 after more than a decade at Google APAC, where he led regional innovation projects and built new creative tools, platforms and frameworks.
“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.
Bowman says the collective adds new muscle to the network’s offer. “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.”
CEO Michael Rebelo sees it as a growth engine. “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.”
Le Truc ANZ will collaborate across all Publicis Groupe agencies to deliver bold creative innovation and brand experiences designed to push categories and regional capability forward.
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