Starcom MediaVest Group (SMG) has announced the launch of LiquidThread in Asia Pacific. The newly formed unit is geared to create and sequence content across every screen. It is not yet known who will be heading the unit in the region but we understand that the person who will head the unit in Asia Pacific will also head the unit in India. LiquidThread was launched in the US in April 2009.
Speaking on the launch, Laura Desmond, global CEO, SMG said, "LiquidThread sits at the intersection of human truth, digital and content. As a Human Experience Company, it is incumbent upon us to make content more easily accessible and readily available, acknowledging and embracing the fact that it will be picked up, played with, iterated, built upon and passed along. These are the terms that consumers have set, and the reality that we respect."
LiquidThread is a step towards content development for SMG. The aim of the new unit is to increase the scale and innovation of SMG’s content creation, moving beyond branded entertainment to create communities, conversations and advocates for brand properties.