PR Agency Herd MSL leads the market in innovation and technology with the launch today of two new platforms and appointments.

ROAR, Herd MSL’s proprietary insight, measurement and evaluation service has been two years in co-creation with clients.

Launched today, ROAR stands for results, outcomes, analysis and recommendations.

The service takes a new approach to measurement, insights and evaluation based on Herd MSL’s proprietary framework and leverages market-leading business intelligence tools to give clients a platform for analysing the combination of owned and third-party data, from any service, to provide companies with a real-time view of the impact of their PR investment.

Delivered in intuitive dashboards, ROAR delivers robust data and thinking required to provide marketing and communications leads with the insight required to demonstrate return on investment for their programs.

Informed by data and powered by human intelligence, the dashboards enable internal stakeholders and agency teams to extract insights into the effectiveness of PR and communications activities.

It also enables communications heads to easily assess the impact of campaigns based on what’s important to that business – be that brand awareness, consideration and engagement, website traffic and leads or other.

Herd MSL CEO, Vanessa Liell said: “We’re thrilled to launch ROAR to market after two years of collaboration with our clients and industry experts.

“The challenge was clear to us, despite extensive debate, public relations struggled to easily demonstrate its worth.

“The solution has taken effort and persistence however has paid off with an accessible, real-time platform specific to public relations and designed to demonstrate business impact.”

Also launched by Herd MSL in Australia today is MSL’s global influencer platform Fluency.

Fluency combines best-in-class technology and a database of five million influencers to deliver an end-to-end solution to influencer marketing.

Fluency enables Herd MSL’s clients to manage all engagement with influencers from identification, communication, campaign planning, and the distribution of content and measurement of results.

Herd MSL’s social strategist, Cal Guyll (pictured below): “Herd MSL is extremely excited about the launch of Fluency in the Australian market and what this might mean for our clients.

“Fluency is a transformative influencer marketing tool, which will be able to find influencers across a range of interest points.”

To coincide with the launch of the platforms, Herd MSL announced the appointment of Guyll to Australian lead – fluency.

Guyll represents Australia on the MSL Global Fluency Working Group to drive the approach to market and innovation of the product.

Further solidifying the agency’s commitment to innovation, James Kean (featured image) has been appointed Herd MSL’s innovation lead.

Kean has been instrumental in driving Herd MSL’s innovation agenda including the evolution and launch of ROAR.

Kean is also sitting on the wider Publicis Communications ANZ Next Generation Board (NGB), working directly with the Publicis Australia leadership team and fellow NGB members from other agencies across the region on a number of initiatives to help drive forward innovation.

Kean said: “As the industry we’re operating in rapidly changes, we need to bring innovative solutions to the table that exceed our client’s expectations around a range of areas, including generating meaningful creativity and transparent measurability.

“Through the launch of ROAR, MSL Fluency and our innovation board, we’ve set our sights on a new industry benchmark for communications programs.”