Report by Stephen Allan
Worldwide chairman and chief executive officer
Our leadership team
his time last year, I reported that we had stopped calling ourselves a media agency; instead we reinvented MediaCom as The Content + Connections Agency, reflecting the enormous changes that have occurred in technology, consumer behaviour and, consequently, in the services our clients demand.
Underpinning this is our ‘Systems Thinking’ philosophy – understanding and optimising the total system of content and connections, and not just the individual channels within it. We bring Systems Thinking to life in every aspect of our business…
- Firstly, it means we focus on interrelationships. In fact, we’ve collaborated more than ever with our sister companies in 2015, working across pitches and clients with the likes of Grey, Geometry, Hogarth, Johannes Leonardo, Salmon, Wunderman and its KBM Group and, of course, Kantar and GroupM.
- Secondly, it means we plan for outcomes. Working more closely with our sister companies has helped us unlock our ability to target consumers individually at scale, enabling us to deliver highly-targeted, outcomes-based campaigns for our clients.
- And thirdly, it means our people are Systems Thinkers. With all the complex levels of data at our disposal today, it’s our people who turn it into insights and strategies, which ultimately translates into the growth we’re delivering for our clients – and for ourselves.
Last year, we saw strong growth from existing clients across new geographies including AB-Inbev, GSK-Novartis, Mars, P&G, Subway, The Coca-Cola Company and, most recently, Sony, which included the new PlayStation business. Additional new business included Actavis, Agoda, American Airlines, Bank of China, JG Wentworth, Pernod Ricard, Tempur Sealy and Tesco. Altogether, this growth totalled $2.6 billion in annualised billings, which means we now work with a third of the world’s top 30 advertisers in 20+ markets.
We’ve collaborated more than ever with our sister companies in 2015, working across pitches and clients
Our repositioning has led to further industry recognition, notably being named in June 2015 as the world’s No.1 media network in RECMA’s Network Diagnostics Report, which evaluates overall agency quality. Additionally, we won over 290 awards, including Global Agency of the Year at the M&M awards. We were the most-awarded media network at the Cannes International Festival of Creativity, and earned the Grand Prix at the International Content Marketing Awards.
Our mission, as ever, remains the same: to grow our clients’ businesses. But to continue achieving this, we’ve had to change. As more and more brands continue to look to marketing to drive their topline growth, we think our transformation into The Content + Connections Agency means we’re well placed to continue to do just that.