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:
You must be a registered member of Direct Marketing News to post a comment.
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

7 Ways Marketers Can Get the Most out of LinkedIn

7 Ways Marketers Can Get the Most out ...

When you use the site to bolster your personal brand, you also strengthen your company's brand image.

As Marketing Investments in Social Rise, So Does Ambiguity

As Marketing Investments in Social Rise, So Does ...

Social media spending is increasing, but chief marketers are finding it difficult to prove the impact of those expenditures, a study finds.

Twitter Begins 'Buy Button' Test

Twitter Begins 'Buy Button' Test

The social network takes its first step toward becoming a commerce platform with partners including Burberry, Home Depot, and Megadeth.