Publicis Groupe and Merz Aesthetics announce new strategic expansions in Iberia

Publicis Groupe Portugal has launched its Content Studio, a new unit designed to help brands engage meaningfully with cultural conversations. Led by Chief Connection Officer Gustavo Otto, the unit aims to move beyond simple content production by integrating cultural intelligence, data, creativity, and technology. The studio is organized into three pillars: digital campaign implementation, community and conversation management through social listening and real-time trend response, and the development of special projects such as editorial platforms and cultural partnerships.

Separately, Merz Aesthetics has appointed COMM Media Group to manage its communication and public relations strategies in Portugal and Spain. The collaboration is part of a brand reinforcement phase intended to increase awareness and reach new audiences in these markets. Merz Aesthetics, which operates in over 90 countries, will focus its strategy on themes of science, trust, and well-being.