I participated today in a small gathering of media-and-technology executives for a briefing with Rishad Tobaccowala of Publicis Group’s recently formed Denuo. Rishad is an impressive visionary, and I look forward to seeing how his new marketing-agency consulting model works out.
Rishad talked about his new agency’s embracement of transparency in how it does business: “Transparency is a competitive advantage because you can participate in the conversation.” Rishad must’ve read the Cluetrain. Regardless, he’s right. He gets this notion like so many other high-powered executives in big advertising holding companies don’t.
Rishad also hired some great talent, including word-of-mouth marketing expert Dan Buczaczer of Starcom Mediavest Group (sister company to Denuo). I know Dan through his work with the SMG Reverb unit, as well as his participation in the Word of Mouth Marketing Association. Dan gets word of mouth.