Business POV

Denuo functions simultaneously as a strategic consultant, an inventor of solutions and as an investor in partnerships. It is owned by Publicis Groupe. At a panel discussion, Mr. Tobaccowala delved into topics such as consumer-generated media, word-of-mouth marketing, and the digitization of advertising media.

Mr Tobaccowala was speaking as part of the 55th Annual Management Conference held May 18 at the University of Chicago Graduate School of Business.

Denuo is working with a variety of start-ups including Brightcove, an open Internet TV service, and Shadow TV, a streaming video service that provides all-digital access to live and archived television content via the web.

In addition to his CEO duties, Rishad Tobaccowala is the Chief Innovation Officer of Publicis Groupe Media (PGM) and is a celebrated industry visionary who was identified by Business Week as one of the Top Business Leaders in 2005, and by TIME magazine as a key "Marketing Innovator."

His Panel discussion focused on "New Media and New Models of Advertising": New trends in media and marketing are changing the relationship between advertisers and consumers. Using digital technologies, consumers are seeking relevant messages, avoiding irrelevant ones and communicating their opinions and concerns to marketers. Is this truly a paradigm shift from one-way to two-way communication? This panel will explore the magnitude, relevance and impact of these changes by covering topics such as consumer-generated media, word-of-mouth marketing, time and space-shifting in media consumption and the digitization of advertising media. The panel will also provide some insights for firms on how to leverage and integrate these changes.