Digitas is embracing social monitoring and the content marketing explosion with a new unit dubbed BrandLIVE. The unit is designed to provide such services as social listening, real-time analytics, content-sharing measurement, “proactive and reactive content,” and a publishing/distribution system that enables real-time tracking and optimization.
The unit will be led by Anne-Marie Kline, Digitas senior VP-marketing, and John Robinson, senior VP-creative. In announcing the unit, Kline told Adotas:
“BrandLIVE is a deft intelligence center … that conditions brands to respond to the unexpected and keeps that brand in the now with an eye on the future.”