SOURCE: OpenAmplify


November 04, 2009 08:30 ET

Moxie Interactive Taps OpenAmplify for Next-Generation Social Engagement

Participant Advertising Pioneer to Develop Semantic Web Application to Help Brands Listen and Converse With Consumers

ATLANTA, GA and ANNAPOLIS, MD--(Marketwire - November 4, 2009) - Moxie Interactive ( and OpenAmplify ( today announced a partnership to help brand marketers benefit from the conversations occurring between consumers and brands across the Web every day. Moxie Interactive, an Atlanta-based advertising firm that is creating the agency of the future by fusing media, creative and technology to innovate agile, brave and accountable marketing solutions, will utilize the OpenAmplify Semantic Web platform to develop unique measurement and brand participation planning tools based on Natural Language Processing (NLP). Through this platform, Moxie will be able to not only understand and analyze the sentiment, intent and emotions expressed in online and social media conversations, but use this data to deliver insights to its clients that better connect brands to their consumers.

Moxie Interactive utilizes the latest in technology to spark a refreshing, open dialogue between people and brands, with clients that include Coca-Cola, 20th Century Fox, Garnier, Maybelline New York and Verizon Wireless, among others. The agency created a division called Sunao, a Japanese term meaning "the untrapped mind," which is specifically dedicated to discovering insight through research, analytics, and emerging trends. This unique division was developed to provide rich market intelligence by understanding participants, processing research and feedback, identifying social and technology trends, and incubating areas of potential opportunity. In creating this product, Sunao aims to go beyond standard charts and dashboards for social media monitoring to develop a less complex, yet more powerful solution that will aggregate and measure consumer insight in a way that can ultimately yield an actionable marketing campaign.

"Our vision is to build a unified platform that allows us to create applications around the social Web, while exposing services for our client to build upon," said Joel Lunenfeld, chief executive officer of Moxie. "To deliver on this promise, we will use the OpenAmplify service to gain a unique understanding on consumer attitude and influence in a fast and scalable way, with the simplicity and flexibility to customize our offering to clients."

The OpenAmplify Semantic platform uses patented NLP to provide unique and actionable insights from online conversations. By capturing a comprehensive look into consumer sentiment, OpenAmplify allows advertising agencies and ad networks to enhance marketing campaigns and segment audiences in powerful new ways. Moxie Interactive will use the data it generates to gauge consumer sentiment before, during, and after campaigns, as well as to guide clients on specific actions to take -- such as new campaigns, message adjustment and consumer responses.

"As a pioneer in interactive advertising campaigns that spark participation between brands and people, Moxie Interactive has the passion and skills to build great tools for marketers and advertisers," said Mark Redgrave, CEO of OpenAmplify. "The deep and wide-reaching experience of Moxie's executive and creative teams will maximize the potential of our Semantic Web platform and ensure that the unique data and insights we provide are put to effective use."

Developers can sample OpenAmplify for free at

About Moxie Interactive

Moxie Interactive is creating the agency of the future, fusing media, creative, and technology to achieve brave, accountable marketing solutions. The agency is reinventing the role of advertising by sparking a refreshing, open dialogue between people and brands. Moxie's capabilities include communications planning, media planning and buying, search marketing, branded entertainment, advertising and development, ECRM, sponsorship services and campaign management. At the heart of the agency is its proprietary offering, Sunao. A Japanese word meaning the 'untrapped mind,' Sunao is a team of experts whose mission is to deliver innovation to clients through trend-spotting, consumer insights, analytics and research.

Moxie's award-winning team is focused on connecting people and brands across all screens. Some of our clients include Coca-Cola, Garnier, Maybelline New York, Puma, The Home Depot, Verizon, 20th Century Fox, and Cartoon Network.

Moxie is a division of Zenith Media Services, a Publicis Groupe Company, with locations in Atlanta, New York and Los Angeles. To learn more about Moxie, visit

About OpenAmplify

OpenAmplify ( is a web service that brings human understanding to content. Created by technology company Hapax, OpenAmplify uses patented Natural Language Processing technology, mimicking the human process of language understanding to identify the significant topics, brands, people, perspectives, emotions, intentions, actions and timescales contained in online text. The Web service returns the meaning in English-language content in usable and actionable data structures including XML and RDF, thereby enabling other solutions providers to create value, profit and grow.

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