NEW YORK Publicis USA and its media agency unit Optimedia have launched Optimedia Inside, a new joint venture designed to offer clients “media-neutral strategic solutions” for their marketing plans and to get media involved earlier in the development process.
The basic idea is to set up a unit that most easily allows Publicis clients to access (for extra fees) the communications planning tools and insights that Optimedia has developed over the past couple of years. While Publicis has significantly expanded its own strategic planning offering during that time, it’s focus has been more on how consumers perceive brands and brand messages, while the Optimedia offering has focused more on consumers’ changing relationship to and use of media.
Paul
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