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WPP buys into social networks

WPP, headed by Martin "bloggers are socialist anarchists" Sorrell, have bought into social networks with a joint venture with LiveWorld, a company which "builds, operates and moderates social networks and online communities".

Speaking to the Guardian, WPP strategy director Mark Read said "Online communities and social networking are starting to offer significant opportunities to forward-thinking marketers."

Although WPP companies have already worked on campaigns with Liveworld for brands such as Dove, what the company is investing ins is not necessarily here & now products but access to understanding and insights into the world of networks.

BusinessWeek carries a more in-depth look at how and why big advertising companies are trying to get a foothold in the world of social networks. Well worth a read for a state-of-the-nation look at the latest work in this area in ad-land.For more inspiration check out Interpublic's Emerging Media Lab.

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