MCN re-structures business ahead of Ten breakup
Multi-Channel Network is re-positioning as a customer-focused business as part of its disengagement with CBS’ Network Ten.
Over the next few months, MCN will roll out a new structure in Sydney, Melbourne and Brisbane, which includes the launch of an advanced advertising team that will create new ad models and platforms with Foxtel and agency partners.
MCN has relaunched with a customer-centric model
The business will operate out of four divisions – an advanced advertising team, a brand partnerships group and an integrated TV and digital agency sales group along with an internal centralised trading group which will focus on meeting brief requirements. The company will be led by two-soon-to-be appointed executives, a chief sales officer, and a chief customer and commercial officer.
It is not clear how many roles are affected by the changes and the disengagement program between MCN and Ten. It is also unclear how many staff members will be transitioning back to Ten.
The new structure comes two months after Ten announced it would no longer work with MCN, from early 2019. Until then, MCN is a joint venture between the CBS owned-broadcaster, which owns 24.99% and News Corp’s Foxtel.
Prior to the announcement of the split and following the completion of a new technology project, AdNews reported that up to 30 contractors and full time staff were made redundant at the business.
MCN CEO Mark Frain said the new structure was just the beginning of a number of announcements, including a rebrand.
“As MCN enters a new era, we’ve taken the opportunity to take a step back, listen to the needs of our agency, channel and client partners and completely rebuild MCN’s organisational design,” Frain said.
“The structure we’ve developed provides them with a better, smarter and faster advertising experience, which is critical in today’s media landscape. It’s a more holistic approach, which equals deeper, long-term premium brand partnerships, plus more efficiencies, so we can operate at the speed of our customer’s business.
“It also means MCN can better connect Foxtel’s innovative content brands and channels with advertisers, as well as strengthening how the business works with agency partners. Whilst integrated screen sales sits at the core of the new model, the focus on embedding dedicated client and brand partnership teams into the sales function means MCN can now progress a brief response from ideation through to campaign implementation via the one team.”
On the new advanced advertising team specifically, Frain said it would allow MCN and Foxtel to tackle the attention economy.
“By using what we know about our audiences and how they’re engaging with content, we’ll be building new advertising models to help brands experience cut through, plus provide better value for their investment. I’m genuinely excited about its potential to deliver,” Frain said.
