• July 28, 2006

Publicis Groupe digital consultancy Denuo has formed a partnership with user-generated advertising platform ViTrue Inc. to allow agency clients to bring social networking to advertising and marketing initiatives. Startup ViTrue develops promotional video-sharing sites for clients that allow consumers to create and upload their own ads. It has created user-generated advertising for Sony, Moe's Southwest Grill, and snack food maker Lance. Financial terms of the deal were not disclosed. Denuo was formed earlier this year by ad giant Publicis to advise on and invest in emerging media ventures. So far, Denuo has taken stakes in broadband video company Brightcove, video advertising firm Lightningcast, and video streaming service ShadowTV. -- Mark Walsh