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SMG launches a new unit, 'Zero Dot'

By afaqs! news bureau , afaqs!, Mumbai | In Media Planning & Buying | October 30, 2013
Zero Dot aims to deliver the next generation of brand consulting, experience strategy and design.

Starcom MediaVest Group (SMG) has launched a new unit called 'Zero Dot'. It is a new generation of brand consulting, experience design, strategy and original creation of content.

Zero Dot aims to work to solve clients' marketing challenges with its unique approach. Zero Dot has already got on board clients like Procter & Gamble's brand Cheer, which recently named Zero Dot as one of its creative partners.

Laura Desmond

Led by Jonathan Hoffman, president, experience design, SMG, Zero Dot brings world class talent, ideas and technology for the era of convergence. According to the company, the unit provides a new way for brands to think about creativity and ideas and its work is inherently designed for the digital age, across multiple screens - social and participatory at the core.

Designed to work quickly in an integrated fashion with a fast, agile process, Zero Dot yields ideas for clients who can take them to market faster than typical integrated marketing approaches.

SMG CEO Laura Desmond says, "Consumers are at the centre of everything we do. Keeping ahead of their pace of change and connecting with them in real-time is a part of our DNA. 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 catalyse speed to market so brands can engage today's consumers in the moment."

Zero Dot will collaborate with all SMG agencies and Centers of Excellence (COE) and join a strong group of emerging media and content units at the company, including Liquid Thread; SMG's global data and analytics COE; its emerging mobile and social COE; Big Fuel, SMG's social agency; and it's Search COE. Zero Dot will expand globally throughout 2014.

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