TitleSpread the Spirit
Campaign Coca-Cola "Spread the Spirit"
Advertiser Coca-Cola Company
Brand Coca-Cola

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Business SectorSubscribers Only
Type Case Study

About MediaCom

How is MediaCom different from just another media agency?

We are a team of systems thinkers. By thinking in systems, we work to optimise the totality of our clients’
communications systems, not just individual channel silos. 

Our people, processes and tools are geared towards systems thinking, which is how we look at and make sense of the communications world.

Systems thinking is how we look at the interrelationships between brands, customers, content and connections that make up the system. By examining these relationships, we find the opportunities or leverage points that can take the performance of the entire system to a higher level. A low leverage point in a system is when a small amount of change causes a small change in system performance – an example of this might be adding in 100 extra TV ratings to an already robust TV campaign; the outcome being incremental gains in already high awareness levels. A high leverage point in a system is when a
small change causes a large change in system performance – an example of this might be a piece of content that is optimised for sharing via a paid distribution strategy, hence driving a significant improvement in a brand’s natural search ranking and ultimately greater brand preference.

Therefore, systems thinking isn’t just about improving the sum of each part, but rather, it’s about improving the entire product of heir interactions. 


What do we offer clients that our competition doesn’t?

We transform the effectiveness of our clients’ communications through connections which are 20% more effective than the market norms. 

At MediaCom, we know that by focusing on the otality of a client’s communications system, we can deliver transformative business growth rather than just marginal media performance improvements.

While individual channel efficiencies continue to be important, we know that thinking in silos will only result in incremental benefits. Instead, we work to optimise and connect the entire communications system to deliver transformational communications effectiveness, which are +20% more effective than the market norms. Our work is driven by our unique 20|20 Connections approach, which allows us to create brilliantly connected communications systems for our clients. 20|20 Connections is defined by five key principles:

1. We optimize the SYSTEM, not just the silo.

2. CONTENT is the fuel for high-performing systems.

3. We plan for OUTCOMES, not just inputs.

4. We are SOLUTIONS providers.

5. We are ONE MEDIACOM. 

Latest News

MediaCom China names Rupert McPetrie as new CEO

Zenith veteran to head up revamped leadership team for WPP operation  MediaCom has appointed Rupert McPetrie as the new CEO for China. He joins the agency from ZenithOptimedia, where he is currently CEO for Central and Eastern Europe.
He takes over from APAC CEO Mark Heap, who has been acting China CEO, following Michael Zhang's move to a GroupM role in late 2014. McPetrie will now head up a new leadership team that has seen the appointment of Karl Wu as Chief Operating Officer, Fabian Kietzman as Chief Digital Officer, Jason Theodore as Managing Director Shanghai and Michelle Yin as Finance Director over the past few months.
Reporting to APAC CEO Mark Heap and Patrick Xu, GroupM China CEO, McPetrie will start his new role in August and will be based in Shanghai. He is tasked with continuing to build the expertise and scale of a 400-strong team that has recently picked up Bank of China, Mars and Wrigley tasks.
He brings with him extensive experience of managing large teams and complex markets. In his most recent role, he was responsible for 22 markets employing more than 700 staff and billings of more than €1.7bn.
Previous roles in a 17-year career at Zenith include Commercial Director for ZenithOptimedia International and CEO of ZenithOptimedia Russia.
"Rupert really stood out due to his great blend of talent, temperament and experience. He's built a great reputation with many of the largest marketers in the business, which is important given our extensive client roster in China. He also really impressed us with many examples of how he built a thriving business in Russia and CEE through talent development, client relationship and product delivery initiatives. In many instances the market context had similar challenges to those we experience in China. I've no doubt that his addition will be the start of an exciting new chapter of success for MediaCom China, our employees and our clients," said Mark Heap.
"I'm thrilled to be joining MediaCom China and leading what is already one of China's most successful media operations. My goal will be to reinforce our position as the only media agency that truly understands the complex interplay between content and connections and to ensure we help our clients to maximize the business benefits across the entire communication system," said Rupert McPetrie. 

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