Mediabrands, created by IPG to manage its global media related assets and operational in 90 countries, has launched a holistic advertising platform in association with Microsoft, called Media Operations Management System (MOMS).
MOMS is powered by Microsoft's ability to develop software to automate complexity and build custom applications, intended to re-invent media planning, buying, measurement and optimisation, and empower Mediabrands' agencies, UM, Initiative (represented in India by the Lintas Media Group), its Specialty Service groups and their respective clients. MOMS will be activated across Microsoft's marketing processes in the US and the roll out in key markets outside will be done by end of the year.
The two partners have been working on this for the past six months, with the aim to devise a system which is fully compliant with industry benchmarks and capable of managing the complexity of the cross-media environment.
"Advertisers deserve greater levels of transparency, efficiency and accountability across their media campaigns to ensure that advertising dollars deliver a greater return. With MOMS, we can fixate on value-added creative, strategic and analytical services, to drive maximisation and optimisation in our clients' campaign results," says Quentin George, chief digital officer, Mediabrands, in an official communiqué.
Scott Howe, corporate vice-president, advertiser and publisher solutions group, Microsoft, says that MOMS is a streamlined and automated enterprise level system that better facilitates the end-to-end campaign lifecycle and allows agencies to deliver greater results for their clients. "The marketing industry is struggling with increasing fragmentation and complexity, which makes it hard for agencies to focus on creativity and storytelling. We think our technology can help solve this problem," Howe adds.
Some of the key offerings promised by MOMS are operational efficiency, improved outcomes, accountability, data-driven decisions, media intelligence and advanced analytics, audience-based media planning, transparency, consistency and standards across the enterprise, automated campaign optimisation and scalability.