WPP opens window on blogs with Visible Technologies investment

WPP has signed a second deal in as many months to help it keep pace with the explosive growth of online communities and blogs – and to tap the insight and marketing potential of these consumer generated media sources.

The marketing services group has made an investment in, and signed a strategic partnership agreement with Visible Technologies, whose software is designed to help marketers track, analyse and participate in online discussions about particular brands and products, as a way to manage their reputations on the internet.

Howard Paster, executive vice president of WPP's Public Relations & Public Affairs group of companies, said the deal will “improve the capabilities and overall scope of services offered by our [PR] firms”.

For Joseph Grano, Visible Technologies' chairman, the partnership with WPP reflects how PR professionals are shifting their focus away from more traditional media sources towards the internet – now used by many consumers as their first source of information on all manner of topics.

“[This] has created an entirely new market of online information tracking and management,” he said.

Last month, WPP signed a joint venture agreement with Liveworld, which will build community websites for WPP clients to help support their marketing objectives.

As well as facilitating online conversations about brands, Liveworld also uses software to mine its websites to help build an overall picture of what is being said – whether positive or negative.

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WPP to tap online community insights with Liveworld joint venture