MEC Singapore named Overall Agency Winner at the Mob-Ex Awards 2013
March 21, 2013
MEC in Singapore, a leading global media agency, was named the Overall Agency Winner with the ‘Best of Show’ award at the Mob-Ex Awards ceremony held in Singapore.
In addition, the agency won a further nine awards including:
Best Use of QR Codes for Mercedes-Benz 125! Race
Best Original Content for Mercedes-Benz 125! Race
Most Innovative use of Mobile for Mercedes-Benz 125! Race
Most Creative App for Mercedes-Benz 125! Race
Best Viral Marketing for Mercedes-Benz 125! Race
Best App/Content for a Consumer Brand for Mercedes-Benz 125! Race
Best Direct Response Campaign for Modern Family - SingTel mioTV
Best Mobile Advertising Solution for Modern Family - SingTel mioTV
Best Use of Multiple Mobile Channels for Modern Family - SingTel mioTV
The Mob-Ex Awards recognises Singapore’s leading contributors of mobile excellence and honours organisations that have pushed the limits in the mobile marketing ecosystem.
MEC Hong Kong appoints Matt Semple as Regional Client Director
March 19, 2013
MEC, a leading media agency, today announced the appointment of Matt Semple as Regional Client Director.
Matt will be responsible for leading and developing MEC’s international clients based from Hong Kong. His role also will also include strategic planning leadership and business development aspects for the region. He will report to Stephen Li, CEO Asia Pacific.
Stephen Li commented: “We’re committed to investing in our talent and Matt is an excellent example of the strategic firepower that we’re attracting to MEC. Matt’s extensive experience in client management and business development both in Asia and internationally will be of tremendous benefit to our clients and our teams. With him on board I’m confident that we will continue to delight our clients and drive growth for them.”
“Asia Pacific is a diverse and exciting region and one that I love. I am delighted to be joining MEC, one of the most creative and inspiring agencies in the business, with a great roster of international and regional clients. I’m looking forward to applying my skills and knowledge, exploring innovative communication solutions for them.” said Matt Semple.
Matt has more than 12 years’ experience working with some of the world’s most recognizable brands including, L’Oreal, Aviva, Activision, Southern Comfort Hewlett Packard, Iberia and COI. He brings a sharp focus on building deeper and meaningful relationship with clients, to drive thought leadership, creativity and strategic development. Matt joins from ZenithOptimedia in Paris where he was International ROI Director responsible for the business leadership on Sanofi Healthcare. Prior to this Matt was based in Singapore where he spent six years as Regional Development Director, Before joining ZenithOptimedia, Matt was an Associate Director for Starcom MediaVest.
MEC Access named “Rightsholder of the Year” with Mercedes-Benz Fashion Week
March 18, 2013
MEC Access, the leading entertainment and sports partnerships arm of MEC, has been named “Rightsholder of the Year” at the Gyllene Hjulet Sponsorship and Event Association Awards for the Mercedes-Benz Fashion Week partnership.
The Gyllene Hjulet (Golden Wheel) is the Swedish Sponsorship and Event Association’s award which recognises and honours the best creative solutions in the industry. MEC Access was cited for elevating the Swedish fashion scene in Northern Europe, with insightful packaging and outstanding impact beyond the catwalk.
“It’s a fantastic achievement to be named Rightsholder of the Year. At MEC, we are continually focused on exploring new industry-leading opportunities that drive growth for our clients. And as a fully integrated agency it proves that we have an outstanding offer in the sponsorship arena, competing on equal footing with pure-play sponsorship agencies. We’re delighted to share this accolade with our partners at Mercedes-Benz and very proud to be honoured with this prestigious award.” said Daniel Collin, CEO of MEC Sweden.
Christin Ericsson, Project Manager for Mercedes-Benz Fashion Week, said, “We’re thrilled that Mercedes-Benz Fashion Week, under the management of MEC Access, has evolved to become Sweden's best rightsholder event. The Gyllene Hjulet Award proves that this partnership is of the highest standard, and we hope to take Mercedes-Benz Fashion Week to an even higher level!”
MEC helps BBC Worldwide launch its biggest ever global marketing campaign
March 14, 2013
MEC Global Solutions, the international arm of MEC, today helped BBC Worldwide launch its biggest ever global marketing campaign.
Themed around the idea of the BBC’s reporters covering the news in a more dynamic way, the refreshed brand identity entitled ‘Live the Story’ will highlight the unique depth and insight offered by the channel.
The immersive and innovative campaign will be heavily focused on digital and will include homepage takeovers of their own channels as well as online ads outside of the UK. The aim is to ensure that the BBC is the first port of call for news across Europe by making the brand feel more dynamic and modern in its new news studio enabled with state of the art technology. QR codes will also be used on print executions inviting users to hear first-hand accounts of the events being reported by those journalists actively living the full story.
The international campaign, focused on Germany, Singapore, Hong Kong and the US, will run across television, press, radio, out-of-home and experiential media with the media buying also handled by MEC. There will also be pan-regional media partnerships with titles including The Financial Times and Eurosport.
MEC Bravo Launches Tool Utilizing Kantar Media Television Audience Data to Measure the Influence of Media on Hispanic Consumer Purchasing behavior
March 12, 2013
MEC Bravo, MEC’s Hispanic media company, is launching Precision™, a tool that enables marketers to assess media influence on the purchase pathway of Hispanic consumers and optimize their campaigns for success.
Precision™ combines Kantar Media Audience’s Return Path Data (RPD) services, which provide second-by-second analysis of TV viewing behavior, with consumer shopping data from Kantar Shopcom. Together, these capabilities allow MEC Bravo to create accurate effectiveness and engagement models determining the impact Hispanic advertising has on CPG sales.
The tool assesses the influence that exposure to a branded media message has on Hispanic viewers - as determined by viewing habits - through a variety of metrics, including penetration, dollar buying rate, purchase frequency, dollars spent per trip and units per trip. For example, an initial study found that Hispanics exposed to a specific media campaign spent 18% more on the product compared to non-Hispanics exposed to the same campaign.
Gonzalo del Fa, Managing Director of MEC Bravo commented, “This is a revolutionary tool for the Hispanic market. It’s been a challenge for all of us in the industry to accurately identify Hispanic consumers and understand their purchase activity. With this new tool, that won’t be a problem anymore. By offering valuable and comprehensive insights on the role that media plays in the purchase pathway, this tool will allow us to target Hispanic audiences in a more impactful and addressable way. And this will be invaluable to our clients.”
Precision™ is the first product to emerge from an ongoing effort between Kantar Media and GroupM, the leading global media investment management operation of which MEC is a founding partner. The initiative looks to integrate second-by-second audience viewing data from Kantar Media with other data sets to better define consumer behavior from media consumption through to product usage.
“Kantar Media’s Return Path Data service offers incredibly rich insights into television viewing behavior by hundreds of thousands of households,” states Bud Breheney, Chief Commercial Officer at Kantar Media Audiences North America. “The combination of our RPD data with MEC Bravo’s Hispanic expertise and Kantar Shopcom’s shopping behavior analysis provides marketers with unprecedented levels of information on their campaigns.”
“Personally, I was very impressed with the level of detail you were able to achieve with Precision™,” adds Don Wood, Brand Manager at Campbell’s Beverages. “And by that I mean not only the metrics themselves, but also the confidence around whether consumers were exposed to the advertising and their acculturation levels. In an area that is hard to measure, Precision™ offers a tool that can bolster confidence in the business impact of Hispanic communications.”