Simultaneously to its acquisition strategy, Maurice Levy, predident of Publicis Groupe, is building its know-how in the web 2.0 through a couple of entrepreneurial projects. It is this unique combination – M&A and entrepreneurship – which, in my opinion, makes their web2.0 and interactive strategy more relevant.
On June 28, in partnership with Dassault Systèmes (49% of this joint venture), they launched 3dswym (see what you mean). 3dswym is a sharing 3D video platform which allows consumers to contribute and give product feedbacks. Brands can ask consumers to imagine the new Perrier bottle, yogurt by Danone, Starbuck’s coffee cup, Gap’s store design and GM’s cars (help needed!). It is part of the new rule of demand and supply. The platform is still in development and feedback from its early users led to scepticism. Let’s give it a few month though.
The second initiative is BlogBang Advertise. Launched and run by Julien Braun, 60% owned by Publicis, it is a mix of weblogs aggregator and creative assignments/works. He explains it here. The platform allows brands to call for creative propositions and creatives to post their proposal. As of today, and as a follow-up to their contest, more than 70 films have been posted and Publicis’ clients as Renault or Garnier have played the game. The look and feel is rather cool. Will this initiviative last and stand as a business of its own or is it a marketing technique of this advertising giant?