Title "Spread the Spirit"
Agency MediaCom
Campaign Coca-Cola "Spread the Spirit"
Advertiser Coca-Cola Company
Brand Coca-Cola

Want to see all the credits ? This content is only available to AdForum subscribers.

Subscribe and get unlimited access.

Be inspired by the best creative work from around the world.

Business SectorSubscribers Only
Type Case Study
Length133 seconds

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 triumphs at Global Festival of Media 2015 Agency wins 3 gold, 4 silver and 4 bronze awards

MediaCom has picked up a cabinet of trophies at the 2015 Global Festival of Media Awards, including three gold, four silver and four bronze awards. The Global Festival of Media Awards recognise excellence in media thinking around the world and celebrate the most innovative and effective work.

At the ceremony in Rome, Italy, MediaCom won gold awards for its work on Dell and Babyshop, silver for its work on Queensland Government and P&G Rejoice and bronze for its work on P&G Gillette, IKEA, NBC Universal and Shell.

It was named the winner in three categories; Best Targeted Campaign, Best Community Development and the Smart Use of Data Award, as well as picking up prizes in Best Experiential Campaign, Best Digitally Integrated Campaign, Best Use of Native Advertising, Best Use of Video, Best Entertainment Platform and the Effectiveness Award.

MediaCom was also the most shortlisted agency at the awards, with 35 places won by 21 different campaigns across 17 categories. In total work from seven different markets was recognised by the Festival of Media Global Awards.

Stephen Allan said, "This is a huge achievement that reflects enormous credit on our people in all markets. We are constantly striving to create better content and connections for advertisers to best reach their audiences - and we're extremely proud of all the work we accomplish for our clients every day. The fact that so many of our campaigns have been recognised as world class by our peers demonstrates how effectively we have been able to do this."

MediaCom's full list of winners is as follows:

GOLD AWARDS
Best Targeted Campaign - MediaCom Germany for Dell, Take IT Easy
Best Community Development - MediaCom Germany for Dell, Take IT Easy
The Smart Use of Data Award - MediaCom Norway for Babyshop Embraces Showrooming

SILVER AWARDS
Best Targeted Campaign - MediaCom Norway for Babyshop Embraces Showrooming
Best Event/Experiential Campaign - MediaCom Australia for Queensland Government, Your Future Is Not Pretty
The Effectiveness Award - MediaCom China for P&G Rejoice, Rendezvous with your soul mate
Best Digitally Integrated Campaign - MediaCom China for P&G Rejoice, Rendezvous with your soul mate

BRONZE AWARDS
Best Use of Video - MediaCom China for P&G Gillette, Scandal Shave
The Smart Use of Data Award - MediaCom Norway for IKEA, There's no such thing as bad weather
Best Entertainment Platform - MediaCom Australia for NBC Universal, Devious Maid Gets Busted
Best Use of Native Advertising - MediaCom US for Shell, Cities Energized: The Urban Transition

Latest Ads