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And Now, MediaCom Beyond Advertising

The non-traditional advertising unit in EMEA provides expertise in social, content, mobile, search, events and sponsorship to clients.

BestMediaInfo Bureau | Delhi | February 17, 2011

MediaCom is to launch MediaCom Beyond Advertising across EMEA. The non-traditional advertising unit will provide expertise in social, content, mobile, search, events and sponsorship to clients and ensure they benefit from owned and earned media as well as bought messages.

MBA is already up and running in the UK, Spain, Denmark and Sweden and will shortly be rolled-out to France, Poland and the Netherlands. MBA units will also open in other EMEA markets later in 2011.

Expansion across EMEA will be led by James Morris who has been appointed as Head of MBA, EMEA. James was previously director of digital strategy and content at TwoFour, which was named UK Production Company of the Year in 2010 by Broadcast Magazine. MediaCom will be further investing in new staff to deliver this expanded capability and expertise to clients across the region.

James has been charged with ensuring that clients across EMEA have access to MBA expertise, either via regionally based resources or via new in-market teams. During his time at TwoFour he led branded content and digital campaigns for VW, Audi, HBO and GSK.

“MBA delivers fantastic results by getting experts from a wide range of fields sitting together and working together. Not only do all client briefs go through the MBA process to ensure that every client challenge is tested against new solutions but by sitting search teams alongside event experts, for example, we ensure that every opportunity is maximised,“ said Nick Lawson, CEO of MediaCom, EMEA.

“Simply buying spots and space is no longer enough to create compelling commercial communications,” said Paul Chard, global head of content at MediaCom. “Our existing MBA experts are creating fantastically engaging messages. We’ve run events for Dell Alienware in Australia and created music partnerships for Universal in the UK. Rolling the MBA brand across Europe will enable us to create equally engaging campaigns in every market of this key region.”

“The MBA approach delivers fantastic results for clients and we’re looking to replicate success of our existing teams in the UK, Spain, Denmark and Sweden right across the region,” said James Morris. “MBA lets advertisers explore all the new possibilities for communications backed up by the fantastic strategic context that MediaCom has always provided. I’m delighted to be leading our teams as they deliver great content and digital messages.”

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