Liquid Thread all set to foray into APAC

By afaqs! news bureau , afaqs!, New Delhi | In Advertising | January 04, 2011
The newly formed unit of Starcom MediaVest is geared up to create and sequence content across every screen to advance marketer goals.

In a move to capitalise on changing consumer behaviours driven by technology and social media and to deliver more effective human experiences through content, Starcom MediaVest Group (SMG) has announced the launch of digital led Liquid Thread in the APAC region, which also includes India.

Liquid Thread weaves branded content into multiple screens, with multiple clients. The newly formed unit is geared up to create and sequence content across every screen to advance marketer goals. Its formation also comes as the digital migration among major marketers has made branded web video a key priority.

It was launched in the USA in April 2009.

Liquid Thread represents the next stage of audience aggregation and content development for SMG. In line with the network's digital, open source approach, Liquid Thread will increase the scale and innovation of SMG's content creation, moving beyond branded entertainment to create communities, conversations and advocates for brand properties.

"Liquid Thread sits at the intersection of human truth, digital and content," says Laura Desmond, global chief executive officer, SMG. "As a human experience company, it is incumbent upon us to make content more easily accessible and readily available, acknowledging and embracing the fact that it will be picked up, played with, iterated, built upon and passed along. These are the terms that consumers have set - and the reality that we respect."

Liquid Thread aims to work and thus identify scalable ways to distribute branded content, much in the same way WPP's GroupM Entertainment works with brands such as Unilever and AT&T to identify multiplatform marketing opportunities for digital based content.

Liquid Thread's re-imagined approach is rooted in digital and social media innovation, to drive unique audience segmenting and content sequencing to ensure that clients' messages reach consumers at right times, in optimal places and spaces.

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