Interpublic, Microsoft Turn MOMS Over To AAAA: Coalition Will Automate Media Processing

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

6/22/10, MediaPost

Interpublic and Microsoft today will announce a move that is expected to reenergize Madison Avenue’s ongoing attempts to develop a simple, industry-wide system to remove much of the paperwork, faxing and human labor involved in processing media buys. The initiative, which Microsoft and Interpublic’s Mediabrands division have been incubating internally for the past year under the codename “MOMS” (Media Operations Management System), will officially be turned over to the American Association of Advertising Agencies (AAAA) today, which will invite other agencies, marketers, media and technology solutions providers to become part of an industry coalition.

While Interpublic and Microsoft have already made significant progress in the process, developing blueprints for the steps necessary to overhaul the workflow involved in planning and buying media, as well as managing the overall advertising campaign process, the companies say it is important to begin involving others in the industry – specially other big agency holding companies and media technology platforms – to develop genuine industry standards and specifications for using technology to replace mundane human tasks that create redundancy and rack up extraneous costs in the media and advertising process.

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