Havas Media Group (HMG) has created a new social unit, Socialyse powered by Cake with boy band One Direction as launch partner.
The new unit combines the earned and paid social teams from existing HMG UK companies, Cake and Socialyse, along with content creation and distribution expertise.
A newly created social newsroom that provides a 24-hour reactive and proactive service forms the heart of the team and will offer real-time stories and content for brands.
The idea is that the newsroom approach will help brands react instantly to a trend, issue or piece of news via social content, a live experience, or a story.
The new unit will be led by Jessica Rowntree, head of earned media at HMG UK, with support from John Cole, head of Socialyse in the UK along with a 35-strong team.
Socialyse will launch One Direction's new fragrance via the unit, which also signed Honda, Weetabix, AXA, Nest and O2 before launch.