He spent five years at the agency
Richard Pinder, chief operating officer, Publicis Worldwide talks about the humble product demo
The proliferation of start-ups on the web can make it incredibly tricky for an advertiser to know where and how to allocate a budget. For every Facebook and Twitter, services with millions of users and undoubted critical mass, there is a Joost, or Google Wave - services launched with the maximum of fanfare and the minimum of audience buy-in.
Remember when industry analysts started to loudly proclaim the death of TV commercials? Ten years after TiVo sprang onto the scene, TV is not only still here, it is enjoying a renaissance, having been reinvigorated bydigital technology as opposed to cannibalised by it.
‘Less about a moment, more about a movement’ was how Pepsi in North America described The Refresh Project, its $20m corporate social responsibility (CSR) initiative. Breaking with a 23-year tradition, Pepsi didn’t appear in the Super Bowl and instead invested in Refresh to reward the best ideas to improve local communities. Every month in 2010, the Refresh site can receive up to 1,000 suggestions and the best ones are voted for by the US public. Despite not actually advertising, Pepsi was one of the Super Bowl’s most buzzed about brands.
Jean-Philippe Maheu has been appointed as worldwide CEO of Publicis Modem. Maheu joins from Ogilvy & Mather where he was formerly chief digital officer, North America. The appointment is effective immediately.In his new position, Maheu reports directly to Richard Pinder, Publicis Worldwide CEO, and will be responsible for accelerating the network’s digital business.
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