GroupM’s integrated media agency Maxus has officially launched a customised communications planning tool called Resolve.
The company mentions that this tool was built based on a proprietary consumer insights survey and is supported by its custom-made consumer-based surveys called Compose which aims to measure the consumer sentiment towards media channels and their content. Maxus claims that the tool is currently being used by its local and global clients so as to gain insights on specific markets.
Through Resolve, the agency claims to have identified specific communication barriers that a client’s audience and brand face, and devised methods to overcome such issues. The company says that Resolve will help media planners in prioritising specific communication tasks and identifying media channels best suited for the target audience in each category.
Is Resolve an outcome of Moribus?
Last month, Maxus had launched a behavioural science lab in India called Moribus, as indicated by a The Economic Times report. They had tied-up with Mumbai University’s Centre for Computational & Social Sciences to conduct customised research projects to study consumer behaviour. Apparently, Maxus had initiated two behavioural study projects more than two years back. We wonder if these research projects led to the development of Resolve.
Maxus was launched as a global media network in 2008. However, in the late 1990s it was known as Maximize in Asia, and also had standalone operations in USA and parts of Europe in 2005. Maxus offers services like, communications strategy, media planning and buying, digital marketing, social media strategy, SEO, PPC, direct response media, data analytics, marketing ROI evaluation, etc.
Earlier GroupM developments
-Group M’s media buying agency Mindshare had launched a data focused “war room” in India called The Loop in May this year. Apparently, The Loop pulls in live data feeds from over 100 sources, and utilises it for adaptive marketing decision making.
– Last month, Facebook had also signed its first agency deal in India with GroupM. Facebook India head Kirthiga Reddy claimed that this partnership will enable GroupM clients to reach out to over 100 million user base, of which 84 million are on mobile phones (smartphones & feature phones). They will also be able to reach out to custom audiences within its user base in urban and rural India.
– In May, GroupM and Optimystix Entertainment promoted O4 Digital Media had launched a digital video brand solutions company called MashUp. This was expected to provide video led engagement solutions for brands.