Publicis Media (PM) is launching UNIT3C to aggregate the agency's existing capabilities across social media buying and planning, strategy, creative, listening and advanced analytics into an end-to-end social marketing solution.
Cynthia Glasbrenner, who recently joined Publicis Media as senior vice president, managing director, will lead the unit comprised of social media experts from across Publicis Media’s agencies and practices. She will report to Solange Claudio, president, Moxie and MRY.
The division's 3C name is designed to reference its core services. Channel (or media), will provide strategic social media expertise via a dedicated team. This, in turn, will serve as a key point of contact for social vendors in order to negotiate best-in-class rates and first-look opportunities.
The second C, for Creation, will offer content specialists working directly with media teams to generate data-informed creative recommendations and generate holistic briefs. In addition, the practice will host an in-house production team "to create real value for the budget spent."
The final C stands for Cognition, or intelligence, which will provide data capabilities including social listening, target analysis, and artificial intelligence capabilities.