GroupM Next, the innovation unit of GroupM, has signed a licensing agreement with visual social media marketing startup Curalate to provide clients of GroupM media agencies (Maxus, MEC, MediaCom and Mindshare) with engagement analytics on the social platform Pinterest. Pinterest allows people to indicate and socialize via the Web visuals of what matters most to them. It allows brands to discover trends, track and measure activity, and to take action. GroupM Next will absorb the licensing fees, making the social analytics tool available to clients for a defined period with no pass through costs.
A core focus of GroupM Next is to identify emerging companies worthy of evaluation by GroupM agencies for client benefit. GroupM Next identified Curalate for its distinct specialist approach to ‘image’ analytics. Through data from Curalate, clients with pinboards on Pinterest will benefit from deeper, actionable insights into their visibility and engagement on the social network, including: image recognition of images related to a brand, brand advocate identification, trend identification, competitive analysis, and understanding of traffic sources.