Publicis Groupe has launched a new-media consultancy led by agency veteran Rishad Tobaccowala.
The stand-alone unit, called Denuo (Latin for “anew”), will consult with marketers on interactive and mobile communication platforms. It will also develop marketing campaigns and invest in new technology, such as start-ups Brightcove (open Internet TV service) and Shadow TV (streaming video service to TV content via Internet).
Investing in new media gives Denuo first-mover rights for its clients. The agency also plans to work with venture capitalists to identify new-media investments and help them market new products to Publicis clients.
The agency proposes an unusual partnership with media companies: Denuo plans to advise media and technology firms, as well as new-media and content developers, on platforms and products to develop for marketers.
Denuo will work with Publicis siblings, and pursue new business independently; it’s already working with Publicis clients General Motors and Coca-Cola.
“We are, of course, already very present in the digital and interactive universe and have continuously pushed the envelope with various important marketing innovations,” said Publicis Groupe CEO Maurice Lévy in a statement. “With Denuo, we aim to place the entire Publicis Groupe at the very cutting edge of innovation— the benefit of our clients, by helping get the most for their brands in this new world; and for the benefit of our group, in identifying investment opportunities at a very early stage.”
Tobaccowala, who takes the helm of the Chicago-based shop as CEO, had been chief innovation officer for Publicis Groupe Media and is recognized as an expert on marketing technology.
“There is huge market demand for expertise that can serve clients as sensors, editors and collaborators, and who can work in a plug and play world,” Tobaccowala said in a statement.
Denuo opens shop with an office in New York and a staff of 15, including Nick Pahade, formerly president of WPP Group’s Beyond Interactive unit and managing director of Media:com digital; Tim Harris and P.J. MacGregor, founders of Publicis’ online and video game unit Play; Tom Tercek, founder of SMG Access; Courtney Jane Acuff, founder of Digits wireless; Dan Buczaczer, founder of word-of-mouth shop Reverb (owned by Publicis); Scott Witt, who had been digital group director at MediaVest; Christian Kugel, who had been a director at market research firm Millward Brown; and Tim Hanlon, founder of Starcom’s TV 2.0 division.
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