After its acquisition this past spring, Reprise finds itself teamed with McCann WorldGroup and Microsoft for SEM.
Partly owing to its acquisition by Interpublic, Reprise Media has found itself in the position of managing and coordinating search marketing and advertising strategy for Microsoft.
After agreeing to sell to the holding company last April, the SEM firm found itself working under the same umbrella as McCann WorldGroup, Microsoft’s global agency of record, which has created numerous campaigns for the software giant. It's now won the assignment to manage strategy for several Microsoft initiatives, including "Office, Vista, Zune, and dozens of their other campaigns over the months ahead," said Peter Hershberg, managing partner for Reprise Media.
"We are now working with WorldGroup and Microsoft to deliver search marketing initiatives across a broad range of initiatives on Microsoft's behalf," said Hershberg. "We've been talking to WorldGroup and Microsoft since right at the time the acquisition was announced. The first step is understanding what Microsoft's initiatives look like across the board. Now we're consolidating what Microsoft is doing in the area of search so it goes through our agency."
As Reprise solidifies its strategy with its new customer, Hershberg said one of the company's most important tasks is integrating SEM into Microsoft's overall marketing strategy.
"The idea is to help Microsoft in the area of search, but more importantly to make sure that search is not treated like it's a stand alone marketing effort, but as the integration point between all the other offline and online marketing efforts that Microsoft is conducting," he said. "You'll see that the search marketing efforts will really compliment everything else that Microsoft is doing in mar-com."
The win, in addition to bringing Reprise a marquee client, will let the firm demonstrate its capabilities to various other agencies and clients under the IPG umbrella, Hershberg said. "I can't think of any marketer that has more initiatives going on in so many countries."
Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!
IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.
An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.
September 23, 2014
September 30, 2014
1:00pm ET/10:00am PT
October 23, 2014
1:00pm ET/10:00am PT