PARIS — VivaKi, the digital and media arm of the giant Publicis Groupe, has formed a division committed to creating original branded campaigns.

The new unit, called Newcast, was created in London inside the ZenithOptimedia network. The unit now has 11 offices worldwide, with plans in place for expansion, we are told.  Its global headquarters is in London.

Newcast in France is working with the four VivaKi units including Digitas, ZenithOptimedia, Razorfish and Starcom.

In Paris earlier this month, we spoke with Thomas Jamet who heads the Newcast initiative in France. He describes the new unit and describes opportunities and challenges for growth with branded content.

Andy Plesser