During 2011, we also accelerated our investments in digital, social, mobile and analytics across the networks. We continue to pursue a multipronged strategy built around the core idea that all of our agencies must have strong digital capabilities to compete in the future. As a result, we are helping in pushing our agencies, where needed, to continue to accelerate the expansion of their digital expertise. We're also consolidating our expertise and knowledge in technology where appropriate.Finally, we have acquired new capabilities to complement our existing skill sets. These investments are helping us to deliver innovative and integrated solutions for our clients and to expand our business into new areas. As one example of this integration, I'd like to highlight the Bringing Happiness Home campaign we just did for PepsiCo in China for the Chinese new year. It features 3 of PepsiCo's strongest brands, Pepsi, Lay's and Tropicana, and was delivered on TV, online, in the store and at a home. Two weeks into the campaign, the results have been outstanding. The 10-minute mini movie at the center of the campaign has become China's #1 online video and has been viewed more than 100 million times. That is what you call earned media.
Omnicom Group's CEO Discusses Q4 2011 Results - Earnings Call Transcript
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