In response to the underutilization of influence in the marketing mix, MSLGROUP, in conjunction with Publicis Communications and Publicis Media, has launched an influence-to-impact performance platform to better deliver the true potential of influence in marketing and reputation at scale. Called Conversation2Commerce, the offering puts MSLGROUP’s expertise in earned media and influence at the core and surrounds it with best-in-class expertise and technologies from Publicis Communications and Publicis Media.
“With consumer, media and stakeholder influence now playing a critical role in decision-making, PR has earned a role at the center of marketing and strategic communications. By bringing together MSLGROUP’s earned expertise with Publicis shopper, media and creative brands, we have been able to develop innovative solutions for enhancing the consumer experience and driving brand lift and commerce with a level of control, measurability and targeting never before applied to earned media,” said Arthur Sadoun, CEO of Publicis Communication.
The new global solution headed by MSLGROUP’s Chief Influence Strategist, Erin Lanuti, provides scalable services in influence identification, content and idea creation, targeting, amplification and measurement. It features industry-leading performance marketing data, technology and analytics making it more measurable, transparent and accountable for driving incremental impact and ROI for brands. The offering will continuously evolve with advancements in data, technology and channels. It is being marketed through MSLGROUP, but also through Publicis Communications and Publicis Media.
According to Guillaume Herbette, Global CEO, MSLGROUP, “Under Erin’s leadership, we’ve put together an integrated cross-discipline solution that breaks down the traditional barriers that have held influence back from its rightful place at the heart of marketing and strategic communications. This global initiative has the potential to redefine how influence is used in marketing and communications. It already has driven great results for our clients around the world and we expect significant growth for the C2C business going forward.”