In a move to better capitalise on changing consumer behaviour 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 LiquidThread in APAC. The newly formed unit is geared to create and sequence content across every screen to advance marketer goals.
“LiquidThread sits at the intersection of human truth, digital and content,” said Laura Desmond, Global CEO, 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.”
LiquidThread represents the next stage of audience aggregation and content development for SMG. In line with the network’s digital, open source approach, LiquidThread will increase the scale and innovation of SMG’s content creation, moving beyond branded entertainment to create communities, conversations and advocates for brand properties.
LiquidThread’s re-imagined approach is rooted in digital and social media innovation to drive unique audience segmenting and content sequencing to ensure clients’ messages reach consumers at the right time, in optimal places and spaces.
LiquidThread was launched in the US in April 2009.
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