PASADENA, Calif., Aug. 30, 2012 (GLOBE NEWSWIRE) -- Ayzenberg Group, one of the largest independent full-service agencies on the U.S. West Coast, today announced the launch of an unprecedented approach that brings to social and earned media campaigns the kind of accountability that marketers have come to expect in paid media buys.
Ayzenberg's "Earned Media Multiplier Guarantee" is a bespoke program where agency and client work hand-in-hand to develop integrated earned media campaigns that include performance guarantees. The guarantees are based on forecasts of what agency activities can achieve, such as number of views for videos or successful activation of a social community around a brand.
"We are predicting and then guaranteeing an earned media multiplier, which is the additional performance that can be generated with an integrated earned media campaign," said Simon Ward, Director of Strategic Development, Ayzenberg Group. "The holy grail of social and earned has been to maximize results and have some level of accountability that the campaign will reach consumers and impact their purchase and brand loyalty decisions. Our approach comes closest than any before it to address this on both fronts."
Ayzenberg has launched dozens of social and earned media campaigns, many of them aimed at the highly engaged audiences that make up the video game consumer set. Through the course of these programs, it has amassed expertise and an understanding of what combination of activities effectively moves the needle and what are the measurements that matter most. One finding has been the 'multiplier effect', where a carefully orchestrated integrated campaign provides a continual lift to key performance indexes such as impressions and consumer engagement. The firm's "Earned Media Multiplier Guarantee" is based on this formula, providing clients with realistic forecasts of what their campaign can achieve with and without Ayzenberg's integrated approach, and putting a guarantee on delivering the latter.
Ayzenberg has focused on lifestyle marketing for nearly 20 years, including running integrated 360 campaigns for some of the biggest brands in entertainment and video games. The agency staffs more than 150 people, providing a full range of advertising, creative and marketing services. Its in-house social media team is 70 people strong and boasts proprietary methodology for measuring reach and effectiveness of programs.
More information on the "Earned Media Multiplier Guarantee" program is available in this Q&A with Ayzenberg senior executives: http://www.thealistdaily.com/news/guaranteed-to-earn-a-new-way-to-deliver-earned-media-performance/
About Ayzenberg Group
One of the ten largest privately held creative agencies on the West Coast, Ayzenberg has created campaigns focused on successfully reaching and motivating tweens, teens and the 18-34 year old demographic since 1993. Client experience includes: Activision-Blizzard, Atari Games, Atlus, AT&T, Bethesda Softworks, Capcom, Disney, EA Games, Konami, Lucas Arts, Microsoft, Mattel, Namco Bandai, NCSoft, Nexon America, Nokia, Sonos, Sony, THQ, and Warner Bros. For more information, please visit www.ayzenberg.com.
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