Herd MSL and Publicis Groupe ANZ launch Elevate

Herd MSL Australia has launched an AI search service with Publicis Groupe called Elevate to help brands manage how they are described and trusted online, as search engines increasingly shape reputation, not just visibility.

Developed in collaboration with search specialists from Publicis Groupe ANZ, Elevate is designed to enhance brand visibility, credibility, and consideration within AI-powered search environments.

Skye Lambley, CEO at Herd MSL, stated, "AI search is increasingly a reputation engine. It doesn’t just decide who appears - it shapes how brands are described, trusted and recommended." Lambley further noted, "Winning isn’t just about showing up more - it’s about showing up better. The brands that perform strongly are backed by credible, high quality earned and owned authority: trusted coverage and content, expert validation and consistent third-party proof points. That takes more than content output or disruption - it requires a sophisticated earned and owned strategy and execution to shape how a brand is represented, not just whether it’s mentioned."

Jack Telford, Zenith Australia Head of Search, commented on the evolving landscape, "Brands are racing to track how they appear in AI search and optimise owned experiences for retrieval, but this is only part of the picture." Telford added, "AI platforms don’t reward brands based on their websites alone. They assemble answers from a broader ecosystem of trusted sources, including publishers, experts, reviews, communities and user generated content." He also remarked, "As a result, brands can experience a gap where third party narratives frame visibility, and competitors with weaker brands outperform via stronger earned authority signals. Elevate brings together our specialist capabilities, human intelligence and AI powered technology to close that gap."

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