Le Snoop Dogg Declares Publicis as the Top Dog of Advertising

In a bold move that blends hip-hop culture with the world of advertising, French ad giant Publicis Groupe has crowned itself the "Top Dogg" of the industry with the help of none other than Snoop Dogg. The American rap icon, known globally for his smooth style and larger-than-life personality, stars in Publicis’ latest Wishes film, declaring the French holding company as the top agency in the world.

The six major advertising holding companies—Publicis Groupe (French), WPP (British), Omnicom (American), IPG (American), Dentsu (Japanese), and Havas (French)—have been in fierce competition for global dominance. But this year, Publicis stands out, boasting an impressive 5.8% organic revenue growth in the third quarter and a net revenue of 3.42 billion euros.

Snoop Dogg’s involvement is no coincidence. His recent stint as a commentator for NBC’s 2024 Paris Olympics coverage earned him widespread popularity in France, where he even humorously rebranded himself as "Le Snoop." Capitalizing on this newfound French fan base, Snoop brings his signature charm and street credibility to the campaign, suggesting that Publicis replace its iconic lion logo with a dog wearing sunglasses.

In the playful film, Publicis CEO Arthur Sadoun, dressed in a hoodie, joins Snoop Dogg in a dance-off, adding a touch of humor and relatability to the typically serious world of advertising. In a surprise cameo, Sadoun’s predecessor, the legendary Maurice Lévy, also makes an appearance, showing off his own dance moves.

The film ends with a press note celebrating Publicis’ remarkable achievements. “With a French ad company on track to take the #1 spot for the first time ever, who better than Le Snoop—the official Olympic hype man and Maurice’s favorite rapper—to congratulate our teams on achieving a personal best in a record-breaking year?” the note reads.

This playful, innovative campaign is part of a long-standing tradition where Publicis leaders release a comedic holiday video to send their best wishes to the company’s employees and clients. By tapping into Snoop Dogg’s global appeal and French popularity, Publicis not only showcases its creative edge but also positions itself as a leader in the competitive advertising landscape.

With a mix of humor, star power, and French flair, this year’s Wishes film highlights how Publicis is not just surviving in a competitive market but thriving—and having a little fun along the way.