MSLGroup rolls out C2C platform

Chief influence strategist Erin Lanuti is leading the platform.

Erin Lanuti
Erin Lanuti

NEW YORK: MSLGroup, along with Publicis Groupe hubs Publicis Communications and Publicis Media, has launched a global platform to deliver what it calls the "true potential" of influence in marketing and reputation.

The offering, called Conversation2Commerce, launched on Monday. MSLGroup chief influence strategist Erin Lanuti, who reports to global CEO Guillaume Herbette, is leading the platform, with a few dozen staffers around the globe working on it.

The platform will give clients scalable services in influencer relations, content and idea creation, targeting, amplification, and measurement. It features performance-marketing data, technology, and analytics.

"We felt like in a world where content is king that the best, most credible content – meaning influencer – has been underutilized in the marketplace," she added.

In terms of how this platform differs from what MSLGroup was previously offering, Lanuti described it as "a complete step change."

"This platform is enabled by our integration across Publicis Communications and Publicis Media," she said. "We are now looking at influence across paid, owned, earned, and shopper, which is a much broader remit."

Lanuti said large global companies are already using the Conversation2Commerce offering, but declined to disclose the names of any clients.  

Publicis restructured its business model at the start of this year by breaking down its disciplines into four "solutions hubs," with each client led by a chief client officer. The Publicis Communications group includes MSLGroup.

Earlier this month, MSLGroup restructured its senior U.S. leadership team.

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