Ogilvy North America (WPPGY) has chosen Technorati to help them in their efforts to help their clients know what is happening in the blogosphere.
Carla Hendra, co-CEO of Ogilvy North America said that the role Technorati will play will be to aggregate blog content that is connected to its clients. Once that information is put together, Ogilvy will use and adapt it to their current word-of-mouth campaigns.
Essentially what this is, is what used to be done with people that were hired to clip articles for magazines and newspapers over the decades, to see what was being said and talked about with companies. Now it can be done much quicker and 
efficiently - the purpose Techorati was hired.
Speaking for one of Ogilvy's clients Kodak, Marianne Samenko, director of worldwide brand communications, and consumer digital group vice president said, "Technorati will help us understand what is going on in the blogosphere, which will be tremendously useful to our brand."
On Technorati's part, they will make use of all forms of digital media to help build the brand. "The benefit of social media is that it allows brands to build a more authentic, participatory relationship with its audience than was possible in the mass media era," said Peter Hirshberg, chairman and chief marketing officer at Technorati.
This will center around technorati's new "Conversational Marketing System," built for the purpose of empowering their partners to build relevant Internet communities, sites and marketing campaigns built upon the collected data.
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