There’s No I in Denuo

    February 22, 2006

Publicis, a massive conglomerate of advertising and PR agencies, has formed a new standalone consultancy to help clients “exploit the rapidly changing digital, interactive and mobile communication environment.”

I assume this will also include word of mouth campaigns. The division is called Denuo, Latin for “afresh” or “anew.”

Today the advertising empire struck back with an attempt to show that they are down with the people. So far it’s all hat, no cattle. The success or failure of this venture will not be judged by pronouncements like these but by the consumers who control the client messages to begin with.

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.

There’s no “I” in Denuo, but there is in Me2Revolution.

Steve Rubel is a PR strategist with nearly 16 years of public relations, marketing, journalism and communications experience. He currently serves as a Senior Vice President with Edelman, the largest independent global PR firm.

He authors the Micro Persuasion weblog, which tracks how blogs and participatory journalism are changing the public relations practice.