MEC becomes ‘The Real-Time Agency’, boss: “we need to stand out in a commodity industry”

MEC boss Peter Vogel

MEC has become the latest media agency in Australia to attempt to stand out from a homogenous crowd, introducing the line ‘The Real-Time Agency’.

The slogan does not replace MEC’s global ‘Active Engagement’ proposition, and the ambition “to be our clients’ most valued business partner, famous for inspiring people and exceptional results”.

MEC Australia boss Peter Vogel said in a press release: “Marketers now have to operate in ‘consumer-time’ as opposed to less responsive ‘brand-time’. Our approach enables our clients to make faster more informed decisions, more often, to get to market quicker and in more relevant ways. It’s what we call ‘real-time’ communications.”

The news come two months after Zenith Optimedia declared it was ‘The Open Agency’ in Australia. Globally, Zenith is known as ‘The ROI Agency’.

Vogel told Mumbrella: “This isn’t a positioning, this is a service offering. The differences between ‘real time’ and ‘active engagement’ are subtle, and the intention was not to cause confusion.”

“The idea is to frame our purpose and what we offer clients. I believe we are different. Not all agencies have full-time community moderators in a little city like Adelaide. You have to be on trend these days, otherwise you miss out on opportunities.”

He added: “This is not revolutionary. Other agencies do some of what we do. But we needed to put a stake in the ground in what is becoming a commodity industry. Real-time is going to be our key focus and our route to market.”



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