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
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.