Starcom has dubbed the initiative 'The Pool', after the idea that there will be a pooling of resources and insights by its clients, selected content providers and technology companies.
The latter include CBS Interactive, Discovery Communications, AOL's Platform A and Yahoo!.
Perhaps notable for its absence is YouTube owner Google, particularly as it has already been working on innovation ideas with Publicis.
Clients involved include insurer Allstate, credit card provider Capital One and petfood company Nestle Purina.
The initial focus is on online video, with future efforts covering advanced TV, mobile media and social networking, according to David Kenny, managing partner of VivaKi, the Publicis strategic media unit set up last year.
VivaKi Nerve Centre president Curt Hecht developed the concept of The Pool along with Tracey Scheppach, video innovations director at Starcom and Helen Katz, research director at Starcom MediaVest Group.
Laura Desmond, worldwide chief executive of Starcom MediaVest Group, said: "We already know consumers behave differently when interacting with different media, so we have to move away from old models."
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