Social Media in the BRICs: Data from Universal McCann
Geoffrey PrecourtWarc
In 2006, when Universal McCann (UM) began a series of 'Wave’ social-media studies, the digital ecosystem was still adjusting to the concept of clusters of consumers. "We were trying to understand the hows and whys," Maggie Fosdick, the agency's VP/research director, told a Key Issue Forum at the Advertising Research Foundation's (ARF) Audience Measurement 6.0 assembly in New York. "We were looking for some key shifts in needs and behavior," with a particular eye toward platforms where brands could find a presence."
And, in 2006 – when Wave...