Maxus has teamed up with WPP sibling social media agency Vocanic to launch marketing command centres around the region.
Called Maxus MESH, the platforms are designed to keep the GroupM agency’s clients “ahead of the curve” by gauging news and consumer sentiment in social media. They are also geared to help with crisis communications and monitor brand health.
Ajit Varghese, the regional boss of Maxus, said: “Since the beginning, marketing has always started with understanding people. And as practitioners in marketing, there’s no better source for understanding people than social. Maxus MESH is an initiative which underlines our belief of making social central to our business as we lean into this changing environment.”
He added: “Maxus MESH is based upon the core philosophy that technology underpinned by people and driven by process can drive exponential business growth for our clients. This will not only help Maxus represent the consumer voice to marketers better, but also develop communication plans with richer insights, meaningful content and lead it into more conversations/ conversions.”
Andy Radovic, Maxus regional digital director of products and services, said: “With the support of Vocanic, our teams will be trained up and will be able to fully operate MESH on behalf of all our clients. We will also be leveraging Vocanic’s proprietary technology VSocial to “power” all our social campaigns, community management and social CRM initiatives. The use of VSocial will make MESH more usable across our network.
“MESH is our answer for using social data to bridge the divide from the unknown to the known,” he added.
The facility has been set up in Maxus’ offices in the Philippines, India, Australia, Vietnam and Hong Kong.