Microsoft and Interpublic Group’s Mediabrands said today in Cannes that they hope to make their new software application platform — Media Operations Management System (MOMS) — an industry standard for managing campaigns and that they’ve enlisted the American Association of Advertising Agencies to orchestrate that effort.
The 4A’s will gather and lead an industry-wide coalition to help shape additional functionality for the MOMS system. Initially, the coalition will meet to come up with a set of “operating principles” aimed at solving critical business needs facing advertising agencies today.
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