NEW YORK: Marketing Solutions Center, powered by Wunderman, a WPP company, officially launches today delivering a global, end-to-end, production and campaign execution service that lowers delivery costs, increases campaign effectiveness and enhances brand consistency. The new entity meets industry demand for rapid adaptation, execution and optimization of creative content across print, digital, mobile and broadcast platforms.
Marketing Solutions Center separates marketing operations (production, campaign execution, data, measurement and performance reporting) from creative agency services. It operates 10 global and regional delivery centers that run on a single technology and automation platform. It is the brainchild of Wunderman and AdPeople; Wunderman's chief data officer,
Andy Rutberg was appointed its president.
"Round-the-Clock" Imperative
The entire operation is manned by employees spanning multiple time zones for around-the-clock service. At its core are two, high-volume, scalable, global delivery centers located in Dhaka and New Delhi. Eight regional delivery centers augment the operation for work that requires closer proximity to clients and language/cultural support. They are located in Beijing, Beirut, Buenos Aires, Cairo, Johannesburg, Manila, Moscow and Prague.
"Media assets are tagged and tracked via an automated process. With all work flowing through an integrated measurement framework, near real-time performance monitoring provides marketers for the first time deep visibility into what's working in market and what assets and creative are not performing," Rutberg explained. "We have already processed thousands of campaigns, generated millions of digital tags across 65 markets for clients such as Microsoft, Nokia and Dell. We expect volume to increase as more clients come aboard," added Rutberg.
"I've seen first-hand the impact this approach has had on Microsoft business. From digital production to campaign execution, it changed the way we handle marketing operations," said Jon Roskill, CVP of Worldwide Partner Group, Microsoft. "What's most impressive is the speed at which the team ramps up new services and new technology platforms. This isn't about rudimentary off-shoring and low-cost outsourcing; this is a real business partnership that enables Microsoft to change the way we deliver marketing to the field globally."
Rutberg said, "By delivering global scale, employing proven processes and near real-time monitoring, Marketing Solutions Center optimizes clients' marketing spendâsignificantly reducing global production costs while concurrently increasing marketing effectiveness."
SOURCE Wunderman
