A woman I used to work with once told me, “If you can’t dazzle ’em with your brilliance, baffle ’em with your Bullsh**.”

Campbell-Ewald, a major advertising agency handling some of the biggest brands, made an announcement that seems to fit this saying exactly.

The Current, a Campbell-Ewald proprietary communication model, is built on an understanding of how participatory communication environments alter the way people work, play, investigate and make decisions. These environments include everything from massive social networking sites such as MySpace and Facebook to the tiny, but just as critical, influencer blogs. The Current is reshaping the agency’s communications practices, becoming the centerpiece for all of the agency’s Contact Planning initiatives and ushering in a marriage of Campbell- Ewald’s Custom Publishing and Digital groups to respond to the tremendous demand for digital content.
Building on that model, Campbell-Ewald’s Social Communications practice provides digital planning/consulting services, social media auditing and brand monitoring capabilities for marketers who need to know how their brand is perceived online. Starting with an intensive “listening audit” of a brand to identify what people are saying, the practice allows Campbell-Ewald to bring blogs into a client’s mainline communications strategy and integrate social media into the media planning process.