EAST RUTHERFORD, NJ: MWW is unveiling a blog practice, promising to help clients integrate the online journals into their marketing efforts.
Called Blog 360?, the practice will advise clients on all manners of blog strategies, from creation and marketing of their own corporate blogs to sponsorships and advertising of external ones.
Concurrent with the announcement, MWW told PRWeek its first client is Acatris USA, producer of healthcare items. Blog 360? will create a new website for the company for its flaxseed oil product, which will feature blogs from two Acatris spokespeople, a dietician and scientific researcher; and customers.
A number of other MWW clients, such as Nikon and multiple existing public affairs clients, were working with the firm on blogging strategies prior to the practice's founding.
Alissa Blate, MWW EVP and director of consumer marketing, will oversee the practice.
"The idea is [determining] how you harness and embrace technology today," she said. "Blogs are an untapped tool for companies that want to market themselves and products."
MWW, in tandem with strategic partner Steven Morgan Friedman, will create programs and opportunities that enable client to realize the potential of blogs. Friedman is editor of the overheardinnewyork.com blog and is president and CEO of Diseno Porteno, a blog marketing, direct marketing, and web-hosting firm. Blate said Friedman was one of the first people to advise companies to use blogs for corporate use.
The agency plans to help companies understand all aspects of the blog environment, from creating their own, to pitching niche blogs interested in their products, to posting comments on blogs commenting on the company.
"For Nikon, it's making sure [products] are on Engadget or Gizmodo," Blate said. "It depends on what the clients' needs are."
Blate said that while MWW currently did not have a company blog and she did not know of anyone at the company who maintained a blog, she expected that to change with the onset of this new practice.
MWW Group is part of the Interpublic Group of Companies.