Agencies open separate social units

Share this content:
Rich Fleck, VP, GM, Merkle Connect
Rich Fleck, VP, GM, Merkle Connect

While social media is a key part of almost every agency's offerings, a number of agencies are now launching separately branded and operated social media entities to offer more focus and expertise in this quickly evolving space. 

For example, marketing agency Merkle announced in September the launch of Merkle Connect, which focuses solely on social CRM. The agency expects that by having a group dedicated to social media, it will be better positioned to leverage new developments in the channel. 

"I don't know if it's going to attract different kinds of clients," said Rich Fleck, VP and general manager of Merkle Connect. "But I do think it's going to give a little bit more visibility and credibility to what 
Merkle's already doing in the digital space in general."

For Merkle, this relates particularly to data. The separate social brand, he said, allows for a heavier emphasis on social media analytics. 

However, if social is far removed from the company's strategic core, there is a risk that the overall results for a client may not be fully integrated, a challenge about which Fleck is aware. "What we're trying to do here is create focus, but not isolation," he said. "We're not trying to put up walls around the group."

Merkle is the latest agency to create a separate social shop, but others were launched as early as 2009. In July of last year, Universal McCann formed Rally@UM, and in January, Havas Media launched Havas Media Social to coordinate strategy with the social media teams in Havas' various 

Ahead of the curve was shopper marketing agency Mars Advertising, which created Collective Bias more than two years ago to tap the power of bloggers and social media influencers. Collective Bias works with more than 1,000 bloggers to discuss 
client products and in-store shopping experiences. 

John Andrews, cofounder and CEO of Collective Bias, believes that being separate — and, yet, connected — to Mars is integral to the social brand's growth. "We could not have moved as fast as we have without the support from Mars," said Andrews. "But at the same time, we couldn't have moved as fast without the freedom."

For Ron Hudas, brand manager at AkzoNobel Decorative Paints, the structure resulted in "probably the most seamless experience I've had working with an agency." 

AkzoNobel selected Mars to manage Facebook, Twitter and social couponing efforts intended to build awareness when Akzo's Glidden Paint became the sole paint supplier to Wal-Mart Stores. Collective Bias worked to get the blogosphere talking about the partnership and Glidden continues to use blogger testimonials in its 
digital marketing. 

"The marriage between the two 
became crucial to the success of the campaign," Hudas said.

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above