Publicis Media is expanding the global roll-out of its start-up accelerator NextTECHnow, launching the scheme in several new markets.

NextTECHnow began life as a Starcom MediaVest Group project in 2015, and subsequently re-badged under Publicis Media’s Business Transformation practice after the group’s restructure last year.

The scheme claims to evaluate mobile, social, data and content start-ups, deliver “relevant bespoke” partnerships with clients, and to share the best start-ups across the Publicis Media network.

Over the past few months, it has been rolled out in Shanghai, Singapore, Warsaw and Dubai. It will now launch in New York, Chicago, Sydney, Moscow and Dusseldorf over the first half of 2017, with six further locations to follow before the end of the year.

Jim Kite, NextTECHnow’s global lead, said: “With Publicis Media’s full global scale behind us our start-up partnerships are moving across offices who in return are sharing with us some great emerging tech to bring to our UK based clients.

“Our approach resonates because business transformation is no longer just about being digitally ready but ensuring that brands are testing the latest thinking and technology in real time, especially where customers are forming new brand relationships. NextTECHnow is a valuable tool to operationalise these connections.”

Sara Wolfe, digital brand manager at food company McCormick, added: “Through the NextTECHnow initiative we have been introduced to some of the most innovative thinking and the latest start-up technology out there.

“We have been impressed with the quality of the start-ups we have met and we have activated several campaigns with them as a result – becoming an important part of our marketing communications strategy. We are also very excited to continue our work with NTN partners into 2017 during our vital brand relaunch campaign.”