MediaCom USA launches Response division
Renaming of MediaCom Direct reflects fundamental marketplace changes
NEW YORK, Feb. 7, 2013 /PRNewswire/ -- MediaCom Worldwide is renaming its MediaCom Direct division to better reflect pervasive shifts in both consumer behavior and global marketing strategy. "MediaCom Response" will now be the name of one of the largest direct engagement practices in the media industry.
MediaCom Direct has a rich history. When launched in 1992, the division worked primarily with clients utilizing print, door drops and DRTV to reach target audiences. A decade later, marketers began adding unique URLs to most of their efforts, and – today – the integration of brand, demand generation and demand conversion has become the norm. MediaCom has been at the forefront of these changes, pioneering sophisticated business modeling techniques in order to properly attribute campaign performance.
MediaCom Response in the U.S. is run by Jason Lim, who joined as Managing Partner in 2010 from Halogen Response Media. "The principles of direct response remain the same, but consumer response patterns, an exploding number of information sources and the ever-evolving media marketplace has created an environment that is far more nuanced than ever before," said Lim. "'MediaCom Response' acknowledges this dynamic and is more reflective of the integrated approach we use to help clients attract and build stronger customer relationships."
Outside the U.S., MediaCom will have Response divisions in the UK, Germany, France, Italy, Spain, Netherlands, Nordics, Poland, Singapore, China, India, Australia and Canada. It is also expanding the division's global footprint in APAC and LATAM.
MediaCom is one of the world's leading media communications specialists, with billings exceeding US $28 billion (Source: RECMA 2012). It employs 4,600 people in 113 offices across 89 countries around the globe. The company's strategy is driven by its "People first, better results" philosophy, which places people – consumers, clients and employees – at its core to generate optimum business results. The MediaCom family includes a number of industry-leading divisions, such as: MediaCom Entertainment & Sports Partnerships (ESP), our strategic consultancy specializing in helping brands engage consumers through their passion points; MediaCom Interaction, a global digital and interactive marketing agency, which uses future-forward proprietary technology to grow client businesses; direct response agency MediaCom Direct, which creates close, measured connections with consumers; branded content specialists MediaCom Beyond Advertising; sports sponsorship and strategy team MediaCom Sport; and MediaCom Business Science, which ensures clients achieve maximum sales return. MediaCom Worldwide is a member of WPP, the world's largest marketing communications services group, and part of GroupM, WPP's consolidated media investment management arm. For more information, visit www.mediacom.com.
GroupM is the world's largest global media investment management operation, with total billings exceeding US $90 billion (Source: RECMA 2012). It serves as the parent company to WPP media agencies including MediaCom, Maxus, MEC, and Mindshare. Its primary purpose is to maximize the performance of WPP's media communications agencies on behalf of its clients, its shareholders and its people by operating as a parent and collaborator in performance-enhancing activities such as trading, content creation, sports, digital, finance, proprietary tool development and other business-critical capabilities. The agencies that comprise GroupM are all global operations in their own right with leading market positions. The focus of GroupM is the intelligent application of physical and intellectual scale to benefit trading, innovation, and new communication services, and to bring competitive advantage to its clients and companies. For more information, visit www.groupm.com.
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