Dive Brief: 

• Publicis Worldwide has revealed plans to launch a startup incubator and co-working space in The Trampery in Old Street, London— dubbed "Publicis Drugstore."
• In addition to co-working space, the $1.6 million project will provide a full-fledge startup accelerator, hackathons, and a matching service for startups and Publicis clients. 
• Publicis insists the project will be different from other corporate incubators with its focus on the startup and not the corporation.

Dive Insight: 

It can be hard to get support early on in the startup process and Publicis can offer the space and connections needed to succeed. Publicis' experiment will likely set the standard for other agency holding companies looking at moving into the startup world.