Starcom MediaVest Group (SMG) has launched a new unit, Zero Dot, a new generation of brand consulting, experience design, strategy and original creation of content. While the unit launched officially on October 28, 2013, Zero Dot has already been driving new ideas, innovation and returns for numerous clients, including Procter & Gamble’s brand Cheer, who recently named Zero Dot as one of its creative partners.
Zero Dot, led by Jonathan Hoffman, SMG President, Experience Design, brings talent, ideas and technology for the era of convergence. 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. Zero Dot yields ideas for clients who can take them to market faster than typical integrated marketing approaches.
“Consumers are at the center of everything we do,” said Laura Desmond, CEO, SMG. “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, multi-disciplinary 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 joins a 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 its Search COE. Zero Dot will expand globally throughout 2014.