Media in Canada: Empathy partners with self-service platform Plaiced

Feb. 14, 2024

Agency Empathy, which connects brands with their niche in media, has officially announced its partnership with self-service platform Plaiced to manage the company’s campaigns in Canada.

Full Article: https://mediaincanada.com/2024/02/14/empathy-partners-with-self-service-platform-plaiced/

Empathy will use its expertise to help clients with their marketing strategies and offer consulting services. The collaboration will allow Plaiced to allocate more resources to product development and market expansion, according to the company.

Empathy president Mohsen Dezyanian, who already participated in Plaiced’s board of advisors, tells MiC that he is excited about Plaiced’s product offering, especially in the closed social media arena, as much of the online activity is taking place in private groups within popular platforms.

With the partnership, “Empathy’s clients will benefit by gaining access to communities, such as private groups on social networks or private newsletters, that have been closed to them and have been difficult to scale,” he says. “Previously, scaling these [groups] has been a challenge.”

Dezyanian adds: “This means less reliance on cookies and less wasted media for everyone.”

Plaiced, which also operates in the U.S. and selected European countries, allows advertisers to manage all their campaigns in a single dashboard. The AI-powered platform suggests to clients the most optimal communities for their campaigns based on their budgets and target demographics. It also provides information on the performance of the messages in the communities.

For its part, Empathy is partnering with Plaiced after developing the media plan through segmentation for Women’s College Hospital’s (WCH) most recent campaign, which highlights the hospital’s approach to healthcare equity. The agency was named media AOR of the WCH last year.

Other Empathy clients are CBC, The Royal Conservatory, St. Mary’s General Hospital, Retail Council of Canada, Ontario Society Of Professional Engineers, Aurium, University of Toronto and Zirkova.

Written by: Andrea Hernandez for Media In Canada