MCN launches creative and strategic division Multiply

Multiply MCNThe Multi Channel Network has launched a new creative and strategic division, Multiply, to develop advertising ideas for multiple screens.

The division, operating from today, brings together MCN’s activations, integration and production teams and led by three department heads: Libby Minogue, national director of Multiply integration and content partnerships; Paul MacGregor, director of marketing and Multiply productions, and Paul Sutcliffe, director of Multiply activation.

MCN CEO, Anthony Fitzgerald, said the team will use data and insights from MCN’s audience measurement panel Multiview to develop advertising that can be rolled out across multiple screens.

This will give advertisers the data-led solutions they want and simplify transactions for advertising campaigns to make it easier to do business with MCN, he said.

“Client integration has been at the core of MCN’s market offering, since our inception, but in a world where the consumer is in control; a deeper, richer, level of understanding is now required,” he said.

“Over the last 12 months, MCN has reorganised its staff, campaign strategies and integrated solutions to ensure the consumer is placed at the heart of everything we do.

“As an evolution of this consumer first approach, MCN has developed a new umbrella brand which brings together and strengthens its integration, production and activation departments. The new Multiply division will maximise MCN’s multi-million dollar investment in Multiview research to inspire innovative client ideas, which are then delivered across multiple screens.”

Fitzgerald said Multiply will maximise MCN’s multimillion dollar investment in Multiview which will be extended to measure 100,000 Foxtel viewers by the end of the year.

Megan Reynolds


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