IPG Mediabrands' Reprise rolls out digital auditing platform

IPG Mediabrands' Reprise has unveiled Digital Experience Audit (DXA), which claims to offer standardisation, governance and transparency of agency practices. DXA said it aims to help set the foundation in ensuring practices for planning and executing client campaigns, which in turn, impacts overall efficiencies and client returns. DXA also looks to provide a competitive edge in the digital industry and build consistency at scale.In addition to providing standardisation and insights for clients, DXA's auditing process is designed to measure overall performance and progress. Clients will be able to see the steps in the lifecycle of a campaign and review its overall success. According to Graham Wilkinson, Reprise global head of product, the DXA was designed to monitor the progress of the campaign and allow the agency to make changes efficiently. He also said that the auditing platform looks at specific digital channels including paid search and social, organic search, and mobile."This can make all the difference in the world when it comes to gauging the overall success of a campaign. As DXA continues to evolve, additional audit channels will be added to make the product even stronger," Wilkinson said.Calling DXA a milestone for Reprise, Craig Ellis, Reprise global COO said that this launch looks to "reinforce" the agency's credentials as a digital leader.“Our APAC clients are demanding a fast and simple approach to identifying and acting upon gaps in their consumer experiences and marketing performance” Ben Poole, managing director Reprise APAC said.“DXA delivers on that, and more, with a simple cross-channel scoring system and recommended actions for score improvement. Better scores mean better consumer experiences and better business outcomes for brands. DXA will provide the backbone to our future client solutions," he added.Most recently, IPG Mediabrands Malaysia elevated the role of Darren Yuen, who was previously managing director of BPN Malaysia, to group managing director of the newly unified Reprise.Soon after that, Manu Menon, managing director of IPG Mediabrands’ Reprise, was set to leave the agency after four years to pursue a career as a digital transformation trainer. Following his exit, Reprise promoted Afif Azman to the role of group technology director and Thanendran Thanesvaran to the role of group commercial director.