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Havas Media Launches 'Socialyse' with One Direction Project



Integrated social unit to work with HMG's Cake

Havas Media Launches 'Socialyse' with One Direction Project

Boy band One Direction will launch their new fragrances through the social unit, Socialyse powered by Cake, which offers clients a complete social service, combining the earned and paid social teams from existing HMG UK companies, Cake and Socialyse, along with content creation and distribution expertise.

At the heart of the team will sit the newly created social newsroom, a 24-hour reactive and proactive service that offers real-time stories and content for brands. The newsroom approach will enable brands to react instantly to a trend, issue or piece of news via social content, a live experience, or a story. The team also works on planned and anticipated content – putting brands at the heart of stories as they develop – and uses data and analysis to optimise and amplify.

The new unit will be led by Jessica Rowntree, Head of Earned Media at HMG UK, with support from John Cole, Head of Socialyse in the UK. The 35-strong team will consist of social strategists, planners, creatives, content producers, copywriters, distribution specialists, traders and analysts, and will be based in the firm’s St Martin’s Lane office.

The unit launches after several client wins, including One Direction, Honda, Weetabix, AXA, Nest and recently won HMG UK client O2.

Jessica Rowntree said: “Socialyse powered by Cake is just one more way we are simplifying our structure in order to deliver better, more integrated services to our clients, using the skills and expertise we have in the business.”

She continued: “Cake has been running highly successful social newsrooms for clients for a while now, but aligning it with the paid distribution power of Socialyse will get more reach for, and more engagement with, our clients’ content.”

Pedro Avery, HMG UK said: “Socialyse powered by Cake marries the magic of Cake’s creativity with the metrics of our distribution and paid media capabilities. It’s the fulfilment of our vision – #havastogether – to be the most integrated and innovative group, positively impacting our clients’ businesses.”

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