Interpublic, Microsoft Team To 'Re-Invent' Media Planning, Buying: MOMS Is Not Your Father's Process

MediaPost Publications, June 23, 2009 — One of the hottest areas of the online advertising business - "ad ops," a short-hand for advertising operations, or the technology that is driving machine-based advertising and media-buying processing - could soon begin impacting the planning and buying process for all media. Interpublic, in partnership with Microsoft, this morning unveiled a new, tech-driven platform for managing the way media is planned, bought, measured and posted not just for online media, but for all forms of traditional and emerging media. The system, dubbed MOMS (Media Operations Management System), was unveiled this morning at the Cannes advertising festival in France, the companies boasted it would "re-invent" the way Interpublic agencies and clients plan and buy their media.

McCann Offers Peek at Lives of Latin America's Poor†

Interpublic Unit Forms Bodega Division to Tutor Clients in Marketing to the Region's 'Emerging Consumers'

Wall Street Journal, December 8, 2008 — During presentations at McCann Worldgroup's office in Bogotá, Colombia, staffers have taken to letting a chicken loose to hunt and peck around clients' feet.

Racks of potato chips and other products on display in McCann's Mexico City conference room, which has been designed to look like a bodega.

In Mexico City, the big advertising agency hired a local merchant to install racks of potato chips and otherwise transform its conference room into a bodega, or corner grocery store. Clients lunch on tacos served on a plastic table mat.

The point of these exercises: to give big marketers some insight into the lifestyles of Latin America's low-income consumer.