New PM unit wants to fix 'fragmentation' in social marketing
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Publicis Media wants creative and media to see eye-to-eye when it comes to social media. Its goal: to smooth over conflicts like creatives working on a 15-second-spot, say, while media thinks the way to go is a live video or social media stories.
That’s why it’s now offering UNIT3C, a group that brings together all social marketing-related creative, production and media. It’s an evolution of a unit that historically has been under Moxie, a marketing solutions agency that Zenith acquired in 2006. The service will be available to all Publicis Media agencies and their clients in the U.S. UNIT3C and its central team is based in Atlanta at the Publicis Media campus, but talent will be across the group’s agencies.
Cynthia Glasbrenner, who has been with Publicis Media for six months as SVP and managing director, is overseeing the effort. She most recently was SVP at Hill Holliday in Boston, responsible for media activities for Dunkin Donuts, which recently appointed new creative agency BBDO Worldwide and is reviewing its media (currently with IPG’s Trilia).
