26 February 2006

Publicis Groupe launches Denuo, a new futures practice

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Denuo
Publicis Groupe has set up a new digital venture – a standalone consultancy to help clients, and their budgets, leave behind traditional advertising and move toward digital, interactive and mobile media.

Publicis Groupe, the international advertising and media conglomerate, has announced the launch of Denuo, a major new strategic initiative designed to anticipate and exploit the rapidly changing digital, interactive and mobile communication environment. Denuo is a stand-alone business, not based on any pre-existing industry model. Denuo’s model rests on three pillars, functioning simultaneously as a strategic consultant, an inventor of solutions, and as an investor in partnerships.

The unprecedented new venture [“denuo” = ‘afresh’, ‘anew’ in Latin] will be led by Rishad Tobaccowala, Chief Innovation Officer of Publicis Groupe Media (PGM).

In a commentary, marketing strategist Steve Rubel writes “By talking more about “exploiting” new communications channels rather than using them to co-create marketing with consumers, the ad agencies demonstrate that, at least for now, that they still don’t get what this revolution is all about. Publicis appears to be operating in a mode where they still are marketing to consumers, rather than with them.”.

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Read background articles: International Herald Tribune | The New York Times

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