MediaCom bridges media and creative service with Creative Systems launch

MediaCom has launched MediaCom Creative Systems, bringing together media with data and tech-enabled creativity to drive brand relevance and accelerate growth for its clients. Following a launch in the US and Australia, Creative Systems is being rolled out globally across the entire MediaCom network.

The launch includes a suite of new data-driven creative products, including Addressable Creative, is claimed by the company to improve media performance by integrating addressable creative with addressable media, and Creative Analytics. This new tool uses AI to understand which ads work and which don’t and will take best practice learnings from those that do to make client communications plans work better, said MediaCom in a press statement. 

The network believes that Creative Systems bridges the gap between the media and creative to help accelerate the creative transformation of the clients’ brands and businesses. Creative Systems expands the range of creative products and services previously offered by MediaCom’s Beyond Advertising division, including Media Partnerships, Influencer Marketing, SEO and Sports & Entertainment, and will make them available in more markets around the world. This unified approach to media and creativity is integrated with MediaCom’s client leadership teams and the agency’s Systems Planning approach to ensure marketing effectiveness for the network’s clients.

"We have entered a new era of creativity, where relevance sits at the heart of every CEO and CMO’s growth ambitions. But to drive relevance requires different ways of working and a transformed combination of creative solutions. The creative potential of the data and insights available to media agencies is ground-breaking, but it is largely untapped due to the divide that still too often exists between media and creative. Creative Systems bridges this gap to help accelerate the creative transformation of our clients’ brands and businesses," Stef Calcraft, MediaCom’s global CEO, creative transformation, said. 

This launch is part of  the network’s new ‘Seeing the bigger picture’ proposition, which was announced in January 2020. By systematically providing services in response to client needs, MediaCom will help identify and maximise new areas of growth for brands to increase return on marketing investment. This ambitious agenda will be achieved through  the agency’s ‘Systems thinking’ philosophy, powered by products and technology which will integrate with the wider WPP and GroupM offering. It will include a focus on data, analytics, content relevance and business outcomes. The sum of these will provide MediaCom’s clients with a comprehensive understanding of marketing impact – from performance marketing to long-term brand building campaigns – on their business performance.  

“The change in the world around us is accelerating. This new landscape offers many business opportunities for brands who think about their marketing activity holistically. We believe our new proposition – taking a step back and seeing the bigger picture – can have a significant impact on our clients’ return on marketing investment,” Nick Lawson, global CEO of Mediacom said.  “This new offering is one I believe only we can deploy; it is rooted in the Systems Thinking approach we have spent six years refining and will be delivered through our unique People First, Better Results culture. I am excited to see it brought to life and to keep delivering growth for our amazing portfolio of clients,” he added.  

The agency is also launching MediaCom Play, a new full-service gaming practice which will advise clients on how best to invest and execute in the fastest growing entertainment genre in the world. It will have regional hubs in New York, London and Shanghai.

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