World Economic Forum awards new contract to Kantar Media
The World Economic Forum has awarded a three-year contract to Kantar Media’s social media listening division, formerly Fisheye Analytics. The move follows a successful five-year relationship with Fisheye (logo depicted above), during which the company provided analysis of social and traditional media for the Forum’s regional meetings and its flagship annual event in Davos. Singapore-based Fisheye was acquired by Kantar Media in December 2013.
The Forum’s events, reports, projects and initiatives bring together global influencers including business leaders, international politicians and journalists to debate key world issues. The organisation uses Kantar Media’s sophisticated monitoring tools to help it understand how well these discussions are understood, how widely the core messages are communicated and which participants have been the most impactful. This analysis is used to generate reports, plan strategies and select effective sponsors.
The Forum’s renewed contract will see it make increased use of Kantar Media’s ‘self-serve’ online tool. This will enable the organisation to undertake its own monitoring and analysis, tailoring these to its specific needs and timescales in order to generate bespoke reports.
“The World Economic Forum was an early adopter of social media. It sets an excellent example of how institutions should use this channel for market research as well as communications, which includes using monitoring tools to track its effectiveness around the world. It understands shifts in the media landscape, asks the right questions and tracks the right metrics, thereby comparing the impact of its communications over years and between events,” commented Ashwin Reddy Gayam, co-founder of Fisheye Analytics and Chief Social Media Strategy Officer at Kantar Media.
About Kantar Media
Kantar Media provides critical information that helps our clients make better decisions about communications. We enable the world’s leading brands, publishers, agencies and industry bodies to navigate and succeed in a rapidly evolving media industry. Our services and data include analysis of paid media opportunities; counsel on brand reputation, corporate management and consumer engagement through owned media; and evaluating consumers’ reactions in earned media. As the global house of expertise in media and marketing information, Kantar Media provides clients with a broad range of insights, from audience research, competitive intelligence, vital consumer behavior and digital insights, marketing and advertising effectiveness to social media monitoring. Our experts currently work with 22,000 companies tracking over 4 million brands in 50 countries. For further information, please visit www.kantarmedia.com