Rishad Tobaccowala Talks Transparency

I participated today in a small gathering of media-and-technology executives for a briefing with Rishad Tobaccowala of Publicis Group’s recently formed Denuo. Rishad is an impressive visionary, and I look forward to seeing how his new marketing-agency consulting model works out.

Rishad talked about his new agency’s embracement of transparency in how it does business: “Transparency is a competitive advantage because you can participate in the conversation.” Rishad must’ve read the Cluetrain. Regardless, he’s right. He gets this notion like so many other high-powered executives in big advertising holding companies don’t.

Rishad also hired some great talent, including word-of-mouth marketing expert Dan Buczaczer of Starcom Mediavest Group (sister company to Denuo). I know Dan through his work with the SMG Reverb unit, as well as his participation in the Word of Mouth Marketing Association.  Dan gets word of mouth.

Published by Max Kalehoff

Father, sailor and marketing executive.

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