NEW YORK: In a project intended to create and research new advertising models, Publicis-owned media network Starcom has enlisted a number of clients and online media owners in a collaborative exploratory venture known as The Pool.

Media owners include AOL's Platform A, CBS Interactive, Discovery Communications, Hulu, Microsoft Advertising and Yahoo.

Conspicuous by its absence, however, is Google, especially as the search titan is already cooperating with Publicis on other innovation projects.

Client participants include insurer Allstate, credit card provider Capital One and petfood company Nestle Purina.

The Pool's frontine focus is online video, while its future agenda includes advanced TV, mobile media and social networking, according to David Kenny, managing partner of VivaKi, the Publicis strategic media unit launched last year.

Says Laura Desmond, worldwide ceo of Starcom MediaVest Group: "We already know consumers behave differently when interacting with different media, so we have to move away from old models."

To which truism the only possible response is that uttered by legendary ballet impresario Sergei Diaghilev who famously challenged Jean Cocteau: "√Čtonnez-moi!"

Data sourced from BrandRepublic (UK); additional content by WARC staff