• by Steve McClellan  @mp_mcclellan, October 28, 2013

Starcom MediaVest Group has launched a new unit called Zero Dot, a consulting operation for integrated branding, design, strategy and content creation.

The unit is being led by Jonathan Hoffman, SMG president, Experience Design.

“Consumers are at the center of everything we do,” stated Laura Desmond, SMG CEO. “Today's converged media world has created a need for more agile, multidisciplinary solutions, which is where Zero Dot comes in -- serving as a consultancy that can create a new breed of experiences and catalyze speed to market so brands can engage today’s consumers in the moment.”

While the company is officially launching today, SMG said that has actually been up and running and working for clients. It cited Procter & Gamble’s brand Cheer as one example. The brand recently named Zero Dot as one of its “creative partners,” SMG said.

Zero Dot will collaborate with all of its sister SMG divisions and will expand globally throughout 2014, the company said.