Editorial: If Denuo creates a buzz, all the industry benefits.(Editorial)

Publicis Groupe's launch of Denuo, a unit that offers strategic advice to clients on the possibilities of digital media, makes excellent business sense. The internet might be growing faster than any other medium, but that growth is coming despite an almost universal ignorance about new media among agency networks and client companies alike.

This lack of understanding is not that surprising: after all, agencies have had 50 years to hone their TV creative and buying skills, but scarcely a decade to get their collective heads around the potential of new media.

What the sector seems to be missing is a brilliant new creative idea for clients to get excited about. And although Denuo's management team hails primarily from media and strategy backgrounds, it will be able to call on creative talent from across Publicis to help it produce groundbreaking digital work. Rishad Tobaccowala, though a relative unknown in the UK, is an ideal choice to lead the initiative. As one of the digital industry's most respected veterans, he has both the gravitas to impress senior clients and the technical knowledge of the medium itself.

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