NEWS21 July 2010

Universal McCann rallies social media pros for boutique-style agency

North America

US— Universal McCann has formed a boutique-style social media agency to work with marketers on developing research, ideation and customer relationship management programmes on networks like Twitter and Facebook, and blogs and forums.

The Rally@UM team will be led by global digital officer Heidi Browning. Media monitoring and conversation mining are two of the services that will be offered to clients, alongside content and communications planning and community activation and CRM.

Browning (pictured) said: “Social media tends to be siloed in companies and/or fragmented across many agencies, leaving marketers wondering how it impacts their marketing mix and business outcomes.

“We view social media as the central nervous system, coordinating and connecting important functions of an organisation.”