In a bid to help clients develop content and maximize its impact, Havas Worldwide New York is launching a new media unit called SOE (for Shared Owned and Earned) that combines the agency’s
analytics, community management and content strategy capabilities under a single practice.
Initial clients include Dos Equis and Reckitt Benckiser, although the agency declined to provide specifics about the work that SOE is doing for them.
The new unit is launching with 21 employees and will be led by Richard Notarianni, executive director of engagement planning and performance at the agency.
“With the launch of SOE, Havas Worldwide New York will host a new team of talent for the networked world,” stated Tom Morton, Chief Strategy Officer Havas Worldwide New York. Under Notarianni’s leadership, Morton said, “we're putting shared, owned and earned content specialists at the center of the agency.”
As part of the offering, SOE will build a system enabling clients to publish content to the Web, mobile and social channels. The company has hired Jennifer Bassett as content strategy director to help in that effort. Previously, Bassett was senior manager global brand communications with Omnicom branding agency Interbrand.
Notarianni said the SOE would house analytics and planning groups alongside social, content and community specials “to address our clients’ need to understand the business impact of network communications.”
The creation of SOE is the latest in a series of reorganizational moves at Havas designed to reinforce integration efforts in the digital era. Last week, it said it was rebranding its MPG and Media Contacts agencies as Havas Media properties. As a brand, Havas Worldwide is just a few months old—the agency was previously known as Euro RSCG.