The division is called Denuo, from the Latin for "afresh" or "anew". Publicis said that it would "marry media, marketing and technology".
Denuo will offer clients strategic consultancy and try to get them to use other Publicis divisions to carry out their marketing plans.
But where it differs is that it will also partner with companies that are developing media technology to target elusive consumers. Publicis said that it is partnering with venture capital firms working in new media to help them decide how to invest, develop the companies they invest in, and market the products to clients.
Maurice Levy, chairman and CEO of Publicis Groupe, said in an interview with The Wall Street Journal: "The world of digital communications is becoming so complex that advertisers need a kind of shepherd, people who can guide them in this complicated new world."
Rishad Tobaccowala, chief innovation officer of Publicis Groupe Media, will head Denuo, reporting to Jack Klues, who is chairman of Publicis Groupe Media.
Other key staff at Denuo include: the founders of Publicis' online and video game unit Play, Tim Harris and PJ MacGregor; Tom Tercek, founder of SMG Access; Courtney Jane Acuff, founder of Digits wireless; and Dan Buczaczer, founder of word-of-mouth shop Reverb.
The partnership also includes Scott Witt, digital group director at MediaVest; and Christian Kugel, who was previously a director at market research company Millward Brown.
At the moment, the division will not have a European presence, with offices only in Chicago and New York.
Levy said: "With Denuo, we aim to place the entire group at the very cutting edge of innovation -- for 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."
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .
_1.jpg)
.jpg)
