Arun Sudhaman

Working the angles around media, comms and marketing.

Archive for the ‘Digital’ Category

Immediate Future halves workforce and revamps model

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Immediate Future, one of the UK’s first social media agencies, has halved its workforce as it relaunches its business model to focus on higher-margin consulting work.

The news comes as long-term IF client Sony confirmed that it had moved the bulk of its business with the agency back in-house. Sony EMEA director of corporate communications Nick Sharples said that the company would continue to work with IF on “more strategic social media consultancy , such as issues and crisis management training incorporating full social media integration, rather than the normal day-to-day PR implementation”. Read the rest of this entry »

Written by Arun Sudhaman

March 29, 2011 at 12:25 pm

Meltwater moves into digital marketing with JitterJam buy

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Monitoring outfit Meltwater Group has acquired social CRM firm JitterJam for $6 million, marking a significant step for the company into the digital engagement arena.

Based in Bedford, New Hampshire, JitterJam provides a blend of social analytics and CRM – with a particular focus on digital influencer marketing. Meltwater Group CEO and founder Jorn Lyseggen said the purchase was part of an overall strategy to grow the company’s social media revenues to $100 million within the next three years. Read the rest of this entry »

Written by Arun Sudhaman

March 22, 2011 at 12:34 pm

Content, siloes and agency pressures: A snapshot of digital concerns in 2011

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I am reasonably convinced that, by now, there are almost as many social media research studies as there are social media gurus. And that is a lot. Every now and then, though, one survey catches the eye; this time it is new research from Bite and Econsultancy, exploring how corporations are responding to the “changing digital landscape.”

Whilst the study only polls 50 in-house communications executives, it has the advantage of conducting in-depth conversations with these respondents, who are based across North America, Europe and Asia. The findings do not so much break new ground as crystallize existing impressions: Senior comms professionals want to upgrade their content creation abilities, reorganize marketing functions, and revamp their agency relationships. Read the rest of this entry »

VIDEO: Brian Solis explains his new role at Altimeter Group

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High-profile social media specialist Brian Solis recently announced he was joining research consultancy Altimeter Group, after 12 years of running his own firm, FutureWorks. We caught up with him at the Dell B2B Social Media Huddle, where he explained the thinking behind his decision.

In particular, he focused on Altimeter Group’s ability to bring about the kind of genuine re-organisation that companies need to make if they are to meet the expectations of “social consumers”. Video after the jump.

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Amazon UK retains Nelson Bostock’s Fever

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Posted to the Holmes Report here

Amazon has retained incumbent agency Fever to handle the bulk of its UK consumer PR business, estimated at approximately £250,000.

Three-year incumbent Fever has been re-assigned all of the brand’s consumer activity, except for its fashion store. The Holmes Report understands that Amazon is seeking to appoint a specialist fashion agency for this part of the business. Read the rest of this entry »

Written by Arun Sudhaman

March 16, 2011 at 4:49 pm

MSLGroup launches global creative services hub in India

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Posted to the Holmes Report here

MSLGroup has unveiled a new initiative to centralise its global design and creative servicing at a new hub in India.

MSLGroup Creative+ will provide a range of services to support the Publicis Groupe agency’s worldwide creative needs, ranging from print collateral to digital development. Headed by MSLGroup India VP Pankaj Desai, the 24/7 Ahmedabad-based unit launches with 50 staffers after piloting a number of projects for the agency’s international clients. Read the rest of this entry »

Written by Arun Sudhaman

March 16, 2011 at 10:00 am

Analysis: The rise of the social media client

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Posted to the Holmes Report here

Join the Holmes Report group LinkedIn discussion on this topic here

It was a simple enough idea. The head of community management at a major broadcasting corporation decided to launch an internal newsletter focused on the organisation’s social media initiatives. Before he could, though, came the rather brusque message from his colleagues in the branding team: “You don’t own social media!”

Many digital executives will recognise the story, demonstrating as it does the peculiar mix of politicking and bureaucracy that can bedevil efforts to integrate social media oversight into large corporate organisations. While a head of social media is rapidly becoming a must-have accessory for a range of different companies, the responsibilities in question can present a thorny challenge for corporate cultures that are often innately conservative – and prone to infighting. Read the rest of this entry »