SOURCE: Source


June 26, 2015 13:46 ET

Source Marketing Shifts Focus to Become a Leader in Consumer Experience Marketing

Now Simply Called Source, the Agency Is Aligning Its Platform to Meet Changing Brand Dynamics

NORWALK, CT--(Marketwired - Jun 26, 2015) - Connecticut-based agency Source Marketing, part of the MDC Partners Network, today announced significant moves to position itself as an authority and innovator in an emerging space called consumer experience marketing (CxM). The initiatives include a new name, branding (see it at, and the development of a sophisticated new toolset called xMapping.

"After 26 years of working with clients to drive successful business results as Source Marketing, today represents a new chapter in the agency's history," says Kersten Rivas, agency President. "We're moving forward simply as Source, as it evokes the concept of initiation and the importance of starting right when navigating the experiences landscape."

Rivas continued, "By taking a close look at our capabilities and strengths and the needs of clients, we saw an unmet opportunity to help brands strategically identify and optimize how experiences contribute to relationship building and ultimately determine business outcomes."

CxM was a logical evolution for the agency, given its deep expertise in experiential and relationship marketing, but Source offers an innovative approach to how brands currently think about CxM. Many brands talk about the value of experiences, but view them in isolation, are unsure where and how to invest in them, or are conflicted about where it all fits into their marketing mix. The agency's approach, which is rooted in the belief that there is a direct correlation between experiences and brand relationships, seeks to change all that. 

To identify the experiences that are most meaningful to a prospect or customer, and to better understand how they can be optimized for competitive advantage, Source has created a unique tool called xMapping. At its heart is a proprietary Magnetism Rating™, which measures how brands deliver across the most important experiences in a category and considers the functional and emotional influences that increase brand attraction and affinity.

"We knew from the start that creating a rigorous, quantitative, and actionable analytical framework was key to breaking ground in this space," says Rich Feldman, Managing Partner, Source. "Our view is that relying on concepts such as path to purchase can lead brands astray; customer experiences occur in linear, chaotic fashion. It's extremely important to understand which experiences are the most influential in impacting behavior and brand affinity, and effectively act upon them."

"Source has been on the leading edge of this space for quite some time, and what we're doing now is fine-tuning and adding new capabilities to our approach so that we can best meet the needs of an ever-changing marketplace," says Derek Correia, Chief Growth Officer, Source. "CxM is both a marketing and a business discipline. As marketing automation, more empowered consumers, and changing generational dynamics put added emphasis on the role experiences play in determining business outcomes, knowing how to optimize the experiences that matter most is fast becoming a critical planning aptitude."

For Rivas, who joined the agency last year, one of the most important aspects of this evolution is the impact it has on the organization itself. Rallying a talented team around a powerful go-to market strategy has done a lot to feed a culture of ingenuity and ensure the best ideas go forward.

About Source

Source is a Connecticut based agency, with offices in New York, Pittsburgh, and Providence, and is part of the MDC Partners network. The agency specializes in consumer experience marketing (CxM) -- which leans heavily on the intersection of experiential and relationship marketing disciplines. Clients include AARP, Alcon, BIC, Chase, Eight O'Clock Coffee, Erie Insurance, ESPN Radio, HBO, MMRF, Reckitt Benckiser, Sheetz, and Tyson. Recent awards include a Gold and Bronze Reggie as well as a Bronze Pro Award for their work on Eight O'Clock Coffee in partnership with Warner Bros for the Central Perk Experience. Source was also named 2015 Best Places to Work by Event Marketer.

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