• Adweek, Thursday, February 14, 2008 11:15 AM

Publicis USA and media agency Optimedia have rolled out "Optimedia Inside," a joint venture aimed at providing clients with "media-neutral strategic solutions" for marketing plans -- and to make sure media is involved earlier in the development process. The idea behind the unit is to easily allow Publicis clients access =- at a cost -- to planning tools and insights developed by Optimedia.

Publicis has lately expanded its own strategic planning offering but focused more on how consumers perceive brands and brand messages while Optimedia looks at changing relationships to, and use of, media. Paul Hindle, managing partner of Optimedia Inside New York, will head the new venture and report jointly to Mark Hider, executive vice president and director of engagement strategy at Publicis USA and Antony Young, president of Optimedia U.S.

The two shops, owned by the same parent, already share clients like T-Mobile, Whirlpool, L'Oreal and Nestle, among others.

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