Optimedia Forms Tech-Focused Unit

NEW YORK Publicis Groupe’s Optimedia has launched a new unit focused on emerging technologies, according to the company.

Faced with rapid changes in the media landscape Optimedia’s emerging technologies division is designed to blend new advertising applications and integrated program partnerships using cutting-edge technologies.

“Technology has finally caught up with its hype, opening the floodgates for advertisers to explore new applications and new strategic communication campaigns,” said Michael Drexler, Optimedia’s U.S. chief executive, in a statement. The unit will specialize in creating advertising and marketing opportunities through emerging media including the Internet, broadband, digital video, video on demand and other developing technologies, according to Drexler.

Optimedia said the new unit will work with programmers to place content on different platforms to help combat the growing concerns of audience fragmentation and provide greater effectiveness accountability.

The division will be headed by Bob Flood, executive vice president, director of national electronic media. Flood will be charged with developing strategies that employ new media technologies across multiple platforms. He is already responsible for the agency’s national television business.

According to the company the Optimedia emerging technologies division is actively developing integrated programs for BMW, T-Mobile and others.