Denuo ('anew' in Latin) is the latest digital marketing initiative from Paris-headquartered agency holding company Publicis Groupe.

Denuo will operate on two levels: the provision of digital consultancy services for Publicis clients and as a channel for investment in media-technology ventures.

Explains Publicis chairman/ceo Maurice Lévy: "The world of digital communications is becoming so complex that advertisers need a kind of shepherd, people who can guide them in this complicated new world."

Lévy also plans to invest in - perhaps even acquire - media media/technology start-ups. "For all our operations in the internet [Denuo] will be our investment vehicle," he says.

Controlling the mouse at Denuo is Rishad Tobaccowala (46), a media-buying veteran who has recently specialized in advising clients on the intersection of marketing and new technologies. Prior to his latest appointment, he was chief innovation officer at Publicis Groupe Media.

Tobaccowala will lead fourteen executives with different specialties, among them wireless technology, videogame marketing and interactive advertising.

Among their number is Nick Pahade, former managing director of Beyond Interactive, the digital agency owned by WPP Group's MediaCom.

Data sourced from Wall Street Journal Online; additional content by WARC staff