SOURCE: Publicis & Hal Riney

December 03, 2007 10:00 ET

Riney Partners With Peacock Nine for Unprecedented Access to the Unique Insights, Preferences, Needs and Motivations of Thousands of American Consumers

Strategic Alliance Makes Riney the First Agency With Tools to Immediately Audit, Understand and Influence Consumer Conversations

SAN FRANCISCO, CA--(Marketwire - December 3, 2007) - Publicis & Hal Riney today announced a strategic partnership with leading market intelligence firm, Peacock Nine, which will make the agency a partner and collaborator on BuzzSponge™, an online community of more than 30,000 American consumers.

The first of its kind, this partnership will give Riney direct access to a huge virtual community that reflects the U.S. population, enabling the agency to both monitor and directly engage in consumer conversations about the issues impacting American culture. This level of unfettered access will enable Riney to better understand and develop ideas that influence conversations about culture, categories and brands on behalf of its clients. The strategic move supports Riney management's refined approach to solving business problems by changing the consumer conversation in its clients' favor.

"The breakout brands of the last several years haven't been the biggest spenders. Today successful brands inject an idea into the culture -- something worth talking about, that changes the expectations for the entire category," said Jamie King, president and chief executive officer at Riney. "Over the last few months, the Riney team has honed our approach by focusing on the conversation that exists within every category. Tapping the technologies, tools and know-how at Peacock Nine will help us create ideas that change the language of a category to set a brand apart, to shift the conversation in a specific direction and redefine the playing field to give our clients an unfair market advantage."

Consumers are moving beyond family and friends for word-of-mouth recommendations; they're now tapping a "mass-personal network" through online communities and consumer posts. Peacock Nine manages an Internet-based community consisting of tens of thousands of American consumers who have agreed to participate in market research, both quantitative and qualitative in nature. Unparalleled access to the conversations that are shaping industries and cultural trends will help Riney more quickly and better understand this "mass-personal network," and lead to more attuned strategies and ideas that can then change the dynamics of a given category.

"To uncover breakthrough opportunities, business leaders have to adopt fresh approaches to understanding their customers, culture and where the two intersect," said Bradley Peacock, president of Peacock Nine. "Riney's innovative approach to steering the American conversation is dependent upon a new, deeper, more authentic understanding of the American consumer. Peacock Nine's cutting-edge research technologies and creative approach to strategy will help arm Riney and its clients with those fresh approaches and new perspectives."

This partnership with Peacock Nine will enable Riney and its clients to efficiently and innovatively audit the "American conversation" by leveraging the collective wisdom of 30,000 American consumers...and counting.

About Peacock Nine

Peacock Nine is a boutique market intelligence and strategy firm with offices in Chicago and Shanghai. Peacock Nine specializes in helping "challenger" companies and brands outwit and outmaneuver the competition by better understanding the unique needs, fears and desires of their customers. By leveraging 3-D animation, social networking and other technologies, Peacock Nine innovates so that its partners may make smarter decisions more rapidly.

About Publicis & Hal Riney

Hal Riney is a full-service creative boutique headquartered in San Francisco, wholly owned by Publicis Groupe, the world's fourth-largest communication group. Riney's advertising clients include well-known brands such as U.S. Cellular, Hungry Man, Vlasic, Blue Cross and Blue Shield (WellPoint) and AAA.

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