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. Denuoâ€™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 [â€œdenuoâ€ = â€˜afreshâ€™, â€˜anewâ€™ 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 â€œexploitingâ€ 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.”.