NEW YORK: Nick Pahade, president of Denuo, discussed how the marketing industry was adopting to the disruptive technologies at the Syndicate Conference in New York.
Denuo, a new stand-alone agency in the Publicis Groupe family, launched in February to target the digital, interactive, and mobile communication environment. Denuo, he said, was created to be a change agent within Publicis.
Pahade joked at the beginning that he was there “representing the ad agency executive.”
“We’re not used to this idea of giving consumers control,” Pahade says. We’re not used to not always being the guys coming up with the idea.”
Denuo discussed one case study, Speak for Special K, where the agency worked with sister Publicis agencies to create an online campaign for the cereal that “encouraged brand influencers to become advocates.”
The agency came up with a blog prototype that was initially panned by influencers. Working in tandem with the community, they went to market with a “consumer-influenced design” where people could talk about their experiences the brand.
Denuo reported that 80% surveyed liked or loved the site, and the agency is working with other Publicis agencies to consider launching it in a much more mainstream format.
While Pahade said that change agents are nothing new to marketing, citing the introduction of Internet, mobile phones, and TiVo way before blogs became popular, he said, “It’s a more much complicated marketplace” today.
He said that the market was moving away from the old measurement tools and looking at new ways to measure impact. He added that marketers needed to rethink the efficacy of siloed disciplines.
“Silos are great some a variety of things, they are still the biggest burden in our industry,” Pahade says. “We recognize that consumers don’t compartmentalize their content.”
Among some of the points he touched upon were, “It’s important to balance imagination with a formidable understanding of the marketplace,” and the need to “balance what ‘could be’ and ‘what could be measured and captured.’”
Pahade described Denuo to PRWeek in February as a marketing consultancy serving primarily as a "plug-in and play" model.
"We could execute short projects for clients, from point-of-view papers on a company's wireless strategy to setting brand strategy in new channels," Pahade said in February via in an e-mail. Launch clients included GM and Coca-Cola.