Havas Worldwide Launches 'Shared Owned & Earned' Media Unit

Share this article:
Havas Worldwide Launches 'Shared Owned & Earned' Media Unit
Havas Worldwide Launches 'Shared Owned & Earned' Media Unit

The launch of Havas Worldwide New York's Shared Owned & Earned (SOE) media unit, which the integrated marketing communications agency will announce tomorrow, reflects a shift in the way brands evaluate their marketing campaigns in less-traditional channels like social media.

Brands want to understand the value of social and branded content in online communities, explains Richard Notarianni, Havas Worldwide New York's executive director of engagement planning and performance. Notarianni will lead the 21 employees that constitute the new SOE unit.

“We need to add this layer of accountability to the fastest growing channels we're using in the marketing,” he explains. “As social media and branded content come of age, accountability is a requisite.”

The SOE unit consolidates various agency disciplines around analytics, community management, and content strategy—bringing these areas into a single practice that will be available to all of Havas Worldwide New York. According to Notarianni, this structure differs from that offered by its competitors, which spin off their digital and analytics practices into completely separate agencies. “When all advertising becomes social, when accountability is everything, having a separate branded agency do this makes no sense,” he says.

SOE, Notarianni says, brings digital capabilities into the core agency.

According to a release, SOE already has active assignments from existing Havas Worldwide New York clients, including Dos Equis and Reckitt Benckiser.

Though currently launched as part of Havas Worldwide's U.S. offering, the agency plans to expand the unit across more clients and geographies.

Share this article:
close

Next Article in Social Media

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

MediaWhiz

MediaWhiz is an online performance marketing agency that helps clients acquire customers more ...

More in Social Media

News Byte: Union Metrics Debuts Instagram Analytics

News Byte: Union Metrics Debuts Instagram Analytics

The company merges the introduction with its Twitter and Tumblr measurement tools in a metrics social suite.

Why Out-of-Control Social Conversations Are a Good Thing

Why Out-of-Control Social Conversations Are a Good Thing

Creating unnatural conversation pieces doesn't work online just as it doesn't work in real life.

Social Media Shouldn't Be an Echo Chamber

Social Media Shouldn't Be an Echo Chamber

Experts explain how some brands do more harm than good with their social media monologues and other breeches of social etiquette.