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Wednesday, March 01, 2006

Trend: Ad Agency Deathwatch: Denuo

Publicis Acts to Surf the Marketing Waves of the Future

To head off the likes of Google, the advertising heavyweight has added a new standalone venture called Denuo which features 15 marketing futurists to spot new media and marketing technologies for clients and Publicis.

To quote from an article in NY Times:

"...the vast majority of Google's revenue and earnings — $6.14 billion and $1.47 billion, respectively, in 2005 — comes from advertising..."

Rishad Tobaccowala, a top executive in the media-buying division of Publicis acknowledged that the venture (Denuo) was an unusual experiment for Publicis, but he said it would be better to unleash the forces of creative destruction internally than to watch others — like Google — reap the eventual benefits.

"If parts of the company need to be blown up, you might as well get the bomb thrower to come from somewhere you know and trust," he said."

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