New solution aligns data/analytics, rapid response content creation, and integrated media planning and buying to increase effectiveness of social marketing investments
NEW YORK, March 7, 2014 /CNW/ - Resolution Media (www.resolutionmedia.com), Omnicom Media Group's global search and social performance agency, announces the launch of Current@Resolution, its social marketing solution for enterprise brands.
Powered by best of breed and proprietary technologies, Current@Resolution aligns Omnicom agencies' expertise in four critical service areas — insights, rapid content planning and creation, paid amplification, and analytics — to enable more relevant, responsive, and measurable social content and advertising programs for enterprise brands.
Within an activation model that no agency or service provider has yet to achieve, Current@Resolution brings together best-of-breed partners to create a consolidated social solution portfolio that includes:
- Unique data, social performance reporting and analytics provided by Annalect (Omnicom's marketing technology division), including physical social command centers across the globe, supporting real-time insights and team collaboration
- Social advertising and automation through Social.com, the social advertising application within the Salesforce ExactTarget Marketing Cloud
- Rapid response content creation supported by creative and specialty agencies across the Omnicom Group network, allowing enterprise brands to turn real-world events into rapid response marketing opportunities and business results
- Amplification supported by core integration of real-time social media planning and buying services, including TV sync and scale, and wider planning and buying of media through Omnicom Media Group's OMD and PHD networks
Designed to bring scale, automation and strategic continuity to services that clients currently access through multiple, non-aligned resources, Current@Resolution's offering was informed by Resolution's experience working with enterprise brands in need of deeper and more actionable insights from data, quicker creation of highly relevant content, optimization for search visibility, and real-time social advertising programs that could integrate with broader marketing and media initiatives to enhance and extend other channels, such as TV.
"Marketers understand the value of putting social at the center of their marketing strategies, but they struggle to manage the complexities of digital marketing data fragmentation, technologies and services," says Gerry Bavaro, Chief Strategy Officer for Resolution Media. "By aligning technology and services at all points across the activation continuum, Current@Resolution delivers a comprehensive, turn-key solution that simplifies the process, while increasing the effectiveness of their social investment."
"We are excited to enter this next phase in our work with Omnicom Media Group and Resolution Media," says Scott McCorkle, President, Technology and Strategy, Salesforce ExactTarget Marketing Cloud. "Salesforce ExactTarget Marketing Cloud's industry leading social advertising technology, Social.com, is suited to support both the global scale of Current@Resolution, and its goal of delivering higher ROI through end-to-end alignment of social marketing services."
Current@Resolution follows rapid growth in Resolution's social advertising offering over the past three years, and brings new levels of scale and automation to the broad spectrum of services in which Resolution already has an established success record. For PepsiCo Beverages, Resolution (working with sister agency OMD) alpha tested Twitter's Ads API for real-time buying and also executed the largest buy on the platform in 2012 (#LiveForNow); built early social TV programs with Bluefin Labs; and was a beta partner with Facebook for measuring the connection between engagement and offline sales. More recently, Resolution again partnered with OMD to deliver the first TV synchronized social campaigns on Facebook in support of a major entertainment release, and collaborated with a leading cable network in a newsroom approach in order to activate on real-time social conversations during a major live TV event.
Bavaro summarizes the end result as "real-time social advertising enhanced by insights and rapidly created content, amplified through integrated media planning and buying and proving business value through advanced analytics."
Current@Resolution is supported by a team of more than 60 social practitioners in the United States and more than 120 globally.
About Resolution Media
Resolution Media, an Omnicom Media Group company, is one of the largest search agencies in the world. The company manages more than $1.2B in media investments, with more than 600 specialists in 60+ offices worldwide. Resolution's international network delivers digitally-integrated, full-service solutions in the areas of search, social, local, mobile, behavioral and content marketing.
Resolution Media is a division of Annalect, the marketing technology arm of Omnicom Media Group, the media services division of Omnicom Group Inc. (NYSE: OMC).
The salesforce.com marks included herein are the property of salesforce.com.
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SOURCE: Resolution Media
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