Software may cut 'menial' PR work

Fledgling marketing software company Emmperative is launching an

internet-based software package that it says will allow brands to be

brought to market faster and reduce time spent on 'menial' PR.

The firm, created as a joint venture between Procter & Gamble and

technology firm Magnifi, aims to provide 'enterprise management

marketing solutions'.

Emmperative CEO Hunter Hastings described the software as 'highly

intuitive', adding that the firm would provide support for agencies

asked to work with the system.

'It will give people more time to do the things they got into PR and

marketing to do,' said Hastings. Research for Emmperative indicated that

a brand manager spends around 60 per cent of their time on project

management rather than creative work.

A trial of the product, involving Procter & Gamble's launch of Millstone

Personal Blends coffee in America, reduced the time taken to bring the

brand to market by an estimated 30 per cent.

The software operates from Emmperative's central server, which will be

hosted in Europe by Madge.web.

Companies subscribe to the firm's network, allowing them - and any

agencies they employ to handle marketing and promotions - to access the

system via a standard internet browser.

All promotional materials are held on the network, preventing

duplication of releases and photographs, while approvals and amendments

are held centrally and achieved instantaneously via email.

The product formally launches on 9 April.

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