Publicis-owned MSL is pitching its technology as the reason it can compete with marketing and advertising agencies, which have historically provided better proof of performance.
MSL cut its roster of software vendors and is creating custom solutions rather than just using vendors' standard product. Littman contends this has helped MSL measure its work, retarget content, monitor news and social media, and plan campaigns — giving the agency a shot at winning more business. The lines between advertising and PR have blurred over the past decade, and it's not the first time MSL has waded into advertising's turf. Littman pointed to MSL's work on a campaign during the Super Bowl last year as an example of the agency's ability to do work beyond traditional PR.