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BizReport : Social Marketing : May 22, 2012

GroupM taps Buddy Media for social

GroupM, the parent company for media agencies including MEC, MediaCom and Mindshare, has tapped Buddy Media for social ads. Through the new partnership GroupM will use the BuyBuddy social advertising product.

by Kristina Knight

The BuyBuddy platform allows social brands to create campaigns at scale, analyze data trends in real time and track campaigns; it also allows brands to create an automation type area where campaigns can be optimized quickly. It also allowed for assets to be quickly shared across online media spaces.

"Brands need to engage, but also to engage at scale. It's crucial for them to combine the consumer insight from social media with the massive reach available via paid advertising," said Michael Lazerow, Buddy Media CEO. "There are so many incomplete social marketing solutions on the market, but the large brands and agencies we work with typically understand the bigger play and the value executing their social programs holistically so they can organize, optimize and repeat to drive maximum ROI."

"After extensive evaluation of the marketplace, GroupM is excited to deploy Buddy Media's social ad software to all of our agencies," said Rob Norman, CEO, GroupM Interaction Worldwide. "Social media success is of critical importance to our clients, and Buddy Media is the proven self-serve solution in market that has a focus on empowering agencies and being a true partner. We will continue to work with other partners but believe this consolidation will offer our clients and teams the opportunity to develop consistent high performance in a rapidly developing market."

Through the partnership GroupM will roll out the BuyBuddy platform and tools to all of its agencies and other business units. They'll also train employees to get the most from the social software for advertisers.

Tags: Buddy Media, BuyBuddy, GroupM, social marketing, social media ads, social media tools

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