Denuo, the Publicis Groupe media practice charged with making "tomorrow tangible today," is diversifying into alchemy. On Tuesday, the new media shop announced a new creative practice dubbed Alchemy,
and named former Leo Burnett Creative Director Saneel Radia to lead it. The agency said the practice has been in development since Denuo's launch two years ago, and the move is consistent with the way
other Publicis media operations are beginning to nurture creative development and hybrid models between media and creativity. Last year, Publicis' Starcom unit formed an in-house creative organization
dubbed Pixel.
