Maxus launches its marketing command centre, MESH

Launched in partnership with Vocanic, Maxus MESH is a dialogue engine, which runs on the VSocial platform that reads environmental signals in real-time

BestMediaInfo Bureau | Delhi | April 30, 2015

Maxus has launched its marketing command centre, MESH, in partnership with Vocanic. This was announced by Ajit Varghese, CEO, Maxus Asia Pacific on April 29, 2015. Maxus MESH is a dialogue engine, which runs on the VSocial platform that reads environmental signals in real-time.

Ajit Varghese

Varghese commented, “Since the beginning, marketing has always started with understanding people. And as practitioners in marketing, there's no better source for understanding people than social. Maxus MESH is an initiative which underlines our belief of making social central to our business as we lean into this changing environment.”

He further said, “Maxus MESH is based upon the core philosophy that technology underpinned by people and driven by process can drive exponential business growth for our clients. This will not only help Maxus represent the consumer voice to marketers better, but also develop communication plans with richer insights, meaningful content and lead it into more conversations/ conversions.”

Martin Shaw, Digital Head, Maxus APAC, added here, “For us, it is critical to put the consumer at the center. And once we truly understand her, we are then able to develop communications that are smarter, more relevant and that cuts to the heart of her needs. Maxus has collaborated with Vocanic, GroupM's in-house social media agency, to build nine robust MESH installations in our Philippines, India, Australia, Vietnam and Hong Kong offices. In each office we will have 10 large HD screens powering numerous data sources, ranging from brand social buzz, competitor tracking, social influencers, contextual, to owned and paid.”

MESH can help clients solve key business challenges around five areas:

360 degree brand health tracking: Through MESH, clients will have a real-time pulse into what people are saying about their brands, who is saying it, how influential they are and how they are tracking against the key competitors. This is aimed at providing a clear view into the health of a client's brand and a set of tailored recommendations.

Content and asset marketing command centre: By having access to streams of real-time data while at the same time understanding how the owned platforms are performing, the agency will be in a position to develop relevant content based on real-time trends happening in the market. Taking what is learnt around content performance from one channel and leveraging these successes within a new channel will be key to clients' success.

Proactive marketing based on real-time trends and conditions: The speed at which information travels now is unprecedented. Through access to numerous data sources in a live way, the agency is are able to intercept what trends are happening around clients' brands and categories and be able to take action on these trends and conditions to create innovative ideas and campaigns that support the clients' mission.

Campaign planning and tracking across channels: At its basic level, MESH provides a platform to track all live client campaigns across markets, channels and objectives. Clients want to know at any given point in time how their campaigns are performing. With MESH, the agency will be able to measure and track the campaign projections versus actual results.

Crisis management discovery, planning and execution: Having the technology and data in place to understand if a crisis is happening or about to happen for a particular brand is powerful. Through MESH, the agency will be able to pick up on a crisis, alert the clients and take action, whether it's in developing real-time content, adjusting our media spend and allocation or other actions.

Andy Radovic, Regional Digital Director - Products and Services, Maxus said, “With the support of Vocanic, our teams will be trained up and will be able to fully operate MESH on behalf of all our clients. We will also be leveraging Vocanic's proprietary technology, VSocial, to power all our social campaigns, community management and social CRM initiatives. The use of VSocial will make MESH more usable across our network. MESH is our answer for using social data to bridge the divide from the unknown to the known.”

By definition, MESH is an interlaced structure or network of integrated material. Integration is the keyword here. It is the core of what MESH stands for. From a technology and structural perspective MESH integrates numerous client, audience and campaign data into a central repository, where the agency then visualises this data to extra informative insights, which finally integrates back into the creative and media planning systems.

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