In the US, WPP subsidiary MEC has announced the launch of Crossmedia, a new proprietary tool for optimizing multimedia campaign sales. The product is based on the work of the company’s Analytics and Insights (A&I) practice.

A&I worked with London-based sister company Ohal, using econometric studies they had developed plus consumer studies such as MRI and Simmons, to produce a cross-platform consumer-centric tool. The new product offers clients the chance to optimise plans for specific client segments or target audiences simultaneously across all Paid, Owned and Earned media channels, including word-of-mouth. This in turn enables media planners to calculate the optimum frequency of ads to maximise sales. The tool is part of MEC’s strategy to expand from purely Paid media to working on analytics and insight across the POE media landscape.

MD Theresa LaMontagne says media planning and buying is increasingly data centric, dynamic and organic. ‘Decisions are being made faster and data is becoming the future trading currency. As a result MEC needed to evolve its offering, integrate all of our analytics services into a unified offer while at the same time doubling down on data services.’ Since LaMontagne joined in 2010, the A&I unit has more than doubled in size.

The company will roll out Crossmedia globally, tailoring it according to differences in the media landscapes of individual markets.

Web site: www.mecglobal.com .

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