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Microsoft Cloud Authors: Pat Romanski, Elizabeth White, Liz McMillan, Mihai Corbuleac, David Bermingham

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Deep Focus Forms the Moment Studio to Create Branded Social Content in Real Time

Creative Newsroom Model to Augment Traditional Digital Content

NEW YORK, NY -- (Marketwire) -- 11/21/12 -- Believing that unprecedented access to real-time intelligence and data should fuel a new creative process, digital agency Deep Focus has established The Moment Studio, a micro-content production team.

The Moment Studio, a "creative newsroom" that produces content expressly for social media channels, is intended to fuel a real-time creative process with output that is optimized for sharing rather than more insular actions such as "clicks."

The studio's pilot officially launched with Deep Focus' client partners including Pepsi and Purina.

The Moment Studio has already been at work for Pepsi over the last several months, with tremendous early returns. In the last 30 days alone, the Moment Studio has been integral in organically reaching over 30 million people on Facebook, and CNN and Mashable have singled out the brand as being amongst the most engaging in social media. Shiv Singh, PepsiCo Beverages' Global Head of Digital, said, "Deep Focus' Moment Studio has given Pepsi a critical ability to develop and deploy lightweight, brand-supporting timely content in real time. As a brand that encourages consumers to 'live for now,' we are doing the same."

Deep Focus Executive Creative Director Ken Kraemer, who leads the Studio, said, "Social and always-on media have made it possible for brands to express themselves more richly, more frequently, and build a real persona. The Moment Studio will provide short, highly visual and engaging content that allows brands to do that effectively and efficiently. The kind of work the Studio produces is not only designed to be shared, it makes people proud to share it."

The content -- or micro-content -- that the Moment Studio produces is highly visual in nature, and typically takes the form of still or animated images. This is particularly important for marketing within Facebook. According to Buddy Media's "Strategies for Effective Wall Posts: A Timeline Analysis," photo posts receive interaction rates 39% higher than average. As Tumblr and Pinterest continue to gain in popularity with consumers, and as Twitter increases richness of content displayed in each Tweet, it is important for brands to be creating a steady flow of lightweight visual content that people will want to share.

Deep Focus CEO Ian Schafer added, "In today's feed-driven media environment, engagement can lead to reach. The studio is an operation that generates always-on, relatively low cost, real-time content optimized for sharing, and helps build brands over time. Now that brands have invested in building up the scale of their social media channels, the Moment Studio provides the lightweight, highly-sharable branded content that they need to use as programming within those channels."

Kramer added, "This is a strategic addition to the agency's creative model, not a replacement of it. It's a kind of smart creative newsroom," and he noted the process by which this social content is created "looks a lot more like The Newsroom than The Pitch."

The editorial process combines key mechanisms that make it possible to achieve real-time production. First, it draws on the agency's knowledge of client brands and involves key client partners in the editorial process. Next, the process uses a proprietary mix of tools and data partners that provide predictive intelligence as to what the most engaging content to a brand's fans and followers will be. These two elements come together in a high-energy rundown meeting, where the brand stories for the day are conceived. Lastly, all of the work is wrapped up in a digital asset management and delivery platform that streamlines client approval and delivery.

The studio employs a separate staff of creative and social professionals who integrate a mix of both traditional and non-traditional digital skills into the creative process. Writers with an affinity for memes, line producers, photographers and designers come together with data analysts and social communications managers to author original content for brands every day.

About Deep Focus

Deep Focus (www.deepfocus.net) is the full-service digital agency for the social age, and is a trusted partner of brands such as Cole Haan, The National Association of Realtors, Pepsi, Purina, and WellPoint. Founded in 2002, the award-winning agency has nearly 70 employees and is headquartered in New York City. Deep Focus is a part of Engine USA and was Digiday's Agency of the Year in 2010 and 2012. Deep Focus is a Tumblr A-List partner. For more information on Deep Focus, please follow us on Twitter (http://www.twitter.com/deepfocus) and Facebook (http://www.facebook.com/wearedeepfocus).

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