Close-Up: Live Issue - Denuo's head aims to offer digital shepherding.(Rishad Tobaccowala)

Rishad Tobaccowala brings media experience to the characteristically youthful new-media sector, Noel Bussey reports.

The marketing world is sometimes baffled by the rise of new media, a factor Publicis Groupe is hoping to turn into profit with the launch of a digital marketing consultancy.

Denuo, which means 'anew' in Latin, is attempting to do this through three core offerings, which it has termed Strategic Consulting, Ventures and Partnerships, and Catalyst and Activation.

Through Strategic Consulting, the company hopes to deliver its clients wide-ranging foresight and direction in the digital industry that is not available anywhere else - 'effectively acting as shepherds to a confused flock', Rishad Tobaccowala, Publicis Groupe Media's chief innovation officer, who will head the business, says. 'We are not talking about the industry 25 years from now - we are looking at what companies can expect from communications that are directly going to affect their businesses in the next two or three years.'

Using partnerships with venture capitalists, Denuo is also funding a number of start-ups specialising in new-media technologies.

This strategy will not just give it an early insight into developments in the market, but will also earn it equity and give it first-mover rights for clients of these companies.

'There is a gap in the market there to be exploited. Start-ups have the capital and the technology, but they don't generally have enough insight,' Tobaccowala says. 'Through the second part of our offer, we can supply this. We can also exploit new revenue streams.'