Publicis Groupe Africa has expanded its commerce division, Publicis Commerce, to give brands stronger, more integrated support as shopping habits continue to shift across digital and physical channels.
The move means clients will now have access to a broader set of connected commerce services, spanning media, creative, data, experiential, and platform expertise – all designed to help brands reach shoppers wherever they are and to measure the impact more effectively.
Publicis Commerce focuses on solving real client challenges, from optimising product visibility on digital shelves to linking media investment directly to sales. The expansion brings together global best practices with local market insights to create practical, results-driven solutions.
Paula Hulley, Publicis Commerce Lead in South Africa, explains: “What excites me most is that we’re creating a space where brands can connect more meaningfully with their customers. Our job is to cut through the complexity and help clients grow, whether that’s through better use of data, sharper creative or making sure their products are seen and bought in the right places.”
Industry Leadership: IAB South Africa Connected Commerce Committee
In addition to leading Publicis Groupe Africa’s commerce strategy, Paula Hulley also chairs the newly formed IAB South Africa Connected Commerce Committee, a cross-industry initiative designed to unify and elevate South Africa’s digital commerce ecosystem.
The committee brings together senior leaders across media, retail, tech, and data to drive collaboration, innovation, and the development of actionable standards. It is aligned with the IAB’s global Connected Commerce agenda, which champions:
- Smarter measurement and unified attribution
- AI-powered personalisation and automation
- Shopper-centric design across digital and physical shelves
- Commerce media convergence across platforms, publishers, and retailers
The committee will serve as a strategic platform to help South African brands stay ahead of global trends while delivering measurable growth and consumer value.
About Publicis Groupe Africa Commerce
Publicis Groupe Africa Commerce is the region’s most integrated commerce capability, combining the strategic depth of Digitas with the scale and innovation of Publicis Groupe. With over 400 commerce experts globally, exclusive platform partnerships, and a proven “Make It” operating model, Publicis delivers Total Commerce solutions that are agile, intelligent, and built for today’s fluid consumer journey.
