Publicis Groupe launches Denuo, a new futures practice

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