• by Gavin O'Malley  @mp_gavin, August 15, 2007

Publicis Groupe's futures practice Denuo has added former Yahoo exec Todd Krieger as senior vice president. Krieger is overseeing Denuo's West Coast expansion, reaching out to media companies and ad clients as potential partners in the exploration of new media.

Krieger reports directly to Denuo CEO and chief innovation officer Rishad Tobaccowala, who has led the Publicis unit since its inception early last year.

For the newly created position, Tobaccowala said he sought an executive with the varied skill set needed to thrive in Denuo's capricious work environment.

"There aren't too many things Todd hasn't done in the digital media space," said Tobaccowala. "He's a strategy guy, a content producer, an author, a marketer and a creative."

Most recently, Krieger served as executive producer at Yahoo Media Group, where he developed and launched multiple entertainment properties, and also oversaw the creation of multi-platform programs for clients like Intel and Fox.

Prior to Yahoo, Todd was senior manager of business development at Microsoft TV, overseeing content on the Microsoft TV platform and working with such network partners as ABC, CBS, Comedy Central and HBO.

Along with Interpublic's Futures Marketing Group, Denuo is one of a growing number of consultancies tasked with fleshing out the future of marketing and advertising.

Since its inception early last year, Starcom MediaVest Group and other Publicis units have relied heavily on Denuo to explore strategic ventures, with Denuo's elite team of media futurists and emerging media strategists striking non-cash relationships with digital start-ups and other emerging industry players.

Just over a year ago, for example, Denuo formed a partnership with user-generated ad platform ViTrue Inc., allowing agency clients to incorporate social networking into various initiatives. Other partners have included broadband video company Brightcove, video ad firm Lightningcast, and video streaming service ShadowTV.

In April, Denuo finalized a partnership with Visible World, which left Denuo senior vice president--and former Starcom MediaVest Group emerging media guru--Tim Hanlon on the advisory board of the cross-platform video ad company.

Visible World, whose backers already include WPP Group, has developed sophisticated digital asset management systems allowing advertisers and agencies to digitally produce multiple versions of targeted TV commercials on the fly, and some see it as a solution to the growing complexity of addressable TV and multiple video advertising platforms on conventional, mobile, broadband and digital out-of-home television.