MUMBAI: In a move to better capitalise on changing consumer behaviours driven by technology and social media and to deliver more effective human experiences through content, Starcom MediaVest Group (SMG) announced the launch of digital-led, Liquid Thread in APAC, including India.

The newly formed unit is geared to create and sequence content across every screen to advance marketer goals. 

CVL Srinivas will take charge as managing director of LiquidThread APAC from 5 January.

Said SMG Global CEO Laura Desmond, "Liquid Thread sits at the intersection of human truth, digital and content. As a Human Experience Company, it is incumbent upon us to make content more easily accessible and readily available, acknowledging and embracing the fact that it will be picked up, played with, iterated, built upon and passed along. These are the terms that consumers have set, and the reality that we respect." 

Liquid Thread was launched in the US in April 2009.

Liquid Thread‘s re-imagined approach is rooted in digital and social media innovation, to drive unique audience segmenting and content sequencing to ensure clients‘ messages reach consumers at right times, in optimal places and spaces.