MediaCom Names First Global Leader For Social Media Technology

Ivan Fernandes to deliver even greater understanding of digital consumers.

BestMediaInfo Bureau | Delhi | March 1, 2011

MediaCom has named Ivan Fernandes as Global Director, Social Media Technology. He will ensure that clients have access to the greatest possible understanding of platforms such as blogs, forums, Twitter and Facebook.

In line with the agency's philosophy of “People First, Better Results”, he will work to reinforce MediaCom's position as the agency that best understands consumers in the digital sphere.

Ivan will be charged with delivering continuous social media monitoring for all major clients in all major markets as well as easy to use analytics tools for planners, insight team and interaction planners. He will also evaluate local, regional and global needs and resources, help account teams to deploy the most effective tools and deliver training.

As Head of Planning for MediaCom Beyond Advertising and MediaCom Digital Investment in the UK, Ivan was responsible for ensuring UK clients understand the nature of the social media conversation about their brand, can see how much they are being talked about as well as understanding the impact of these conversations on business performance.

He led MediaCom UK's development of market-leading tools that enabled clients to see this information in real-time and helped MediaCom Beyond Advertising  win the social media brief for VW, E.ON UK, Brita, Audi, Tomy and others . He has also worked on T-Mobile's award-winning Life's for Sharing campaign in the UK and on global/regional projects for EA, Shell and Deutsche Bank.

He will report to Mick Mernagh, Chief Insight Officer of MediaCom Worldwide, and Oliver Gertz, Managing Director of MediaCom Interaction EMEA.

“MediaCom is the agency that best understand consumers online and offline. Ivan's brief will be to help local and regional teams reinforce this market leadership in the new media landscape of social media,” said Oliver Gertz, Managing Director of MediaCom Interaction EMEA.

“An intimate knowledge of social media behaviour is now essential to understanding how and why consumers formulate their attitudes towards brands and how this influences purchase decisions. Ivan will provide our teams with the tools and insight they need to advice clients on the best ways to change consumer behaviour,” said Mick Mernagh, Global Head of Insight.

“MediaCom Beyond Advertising in the UK has lead the way in providing clients with understanding how social media can be used to drive better business performance. My task is to work with all our market teams so we can deliver the best possible analytics, insight and strategic advice to clients wherever they are based,” said Ivan Fernandes, Global Director, Social Media Technology.

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