Digitas, the global digital agency unit of Paris-based Publicis Groupe, is readying its annual NewFront event on May 2. The overarching theme this year is around “real-time marketing,” says John McCarus, SVP, Practice Lead, Brand Content, in this interview with Beet.TV
He says as video content and social media have come together there is an emerging opportunity for brands to become “real-time publishers”, combining both pre-produced video and other content created and socialized “live.”
Earlier this year at CES, Digitas debuted its real-time platform called BrandLIVE.
Also highlighted this year will be the opportunities around branded and sponsored videos. In the interview, he says that several of the YouTube partner channels have become “compelling and appropriate places to be” for his agency’s brands.
Digitas created the NewFront concept six years ago. Later this month the industry will kick-off a week of NewFronts events. Digitas will be the only presenting agency.