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."