Interpublic Group’s Initiative has created a social-media solutions division called Prophesee and hired Raquel Krouse as svp to run it, the agency has confirmed.
In effect, the shop has taken a four-year old research tool of the same name, used initially for post-analysis of campaigns, and expanded it into a full-time practice offering analysis, insights and activation advice for clients in the social-media space.
Krouse, a social-media veteran, joins Initiative from a sibling Mediabrands operation, the Emerging Media Lab, where she advised IPG clients on a variety of social-media issues.
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