Publicis Begins Anew with Denuo

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Rishad Tobaccowala
Rishad Tobaccowala
New media and emerging technologies take center stage at Publicis Groupe, as the holding company announced the launch of a new digital media unit named Denuo—the Latin word for "anew" or "fresh." Led by former Publicis Groupe Media chief innovation officer Rishad Tobaccowala, the firm promises to buck all existing industry models by offering a unique slate of services, including strategic consulting for forward-thinking marketers interested in emerging technologies, invention of new media solutions for Publicis clients, and partnerships with promising new media ventures and start-ups.

Helping Tobaccowala to guide this ship will be an all-star team of new media executives from various disciplines, including wireless technology and video game marketing. "We have 15 people, many of whom are experts in their field with proven track records, have started companies and are risk takers," says Tobaccowala. "We understand media, communication and marketing, and we will monitor and have relationships with a spectrum of cool new companies."

Those companies include internet TV start-up Brightcove and a new internet-based video service named Groundhog.tv that will give users DVR-like control (including pause, rewind and slow-motion capabilities) over broadband content online. "We believe that to help clients get to the future first, we need to work with companies inventing the tools and platforms of the future—and often these will be our clients too," explains Tobaccowala. "We want to identify companies that can help deliver solutions that are consumer aligned and make sense for a marketer by interacting with people in compelling ways that can be measured."
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