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Smells Like Incubator Spirit February 22, 2006

Posted by David Card in Media.

In the continuing theme of “Is It 1998 All Over Again?”, Publicis’ Rishad Tobaccowala talks with the Journal about Publicis’ new media consulting arm that also invests in start-ups. Here we are now, entertain us:

    We are not giving them money; we are giving them thinking and intellectual capital in return for the stakes. We serve as guides and translators and editors for the start-ups because we are helping their products be ad friendly and we are helping shape their sales pitches to the marketers.

Oddly, the interviewer doesn’t ask how the new unit, Denuo, gets paid. Does Denuo charge by project? go on retainer? get a cut of media buys?

Good bit on algorithms vs emotion:

    Google is an ally because they can increase accountability and remove inefficiencies. They can form the system and help targeting. I don’t believe they are a threat because I do not believe Google will run the world. While math will grow more important, I believe there are lots of human and emotional connections that can never be captured in an algorithm.
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