Mediabrands names Coles agency MBThree

Mediabrands has named its third media agency brand – which was set up to expand its Coles relationships – MBThree.

The announcement:

September 7, 2011: Mediabrands Australia’s new media agency that will focus on the expanding Coles portfolio is to be called MBThree.

Henry Tajer, executive chairman of Mediabrands, said the new agency would be an evolution in media agency structure and would bring a more holistic approach to creating a stronger presence for Coles at the most detailed consumer touch points.

“MBThree deepens our partnership with Coles and it is a very important step as well as a big commitment for our client,” said Tajer. He confirmed that Peter Butler would be managing director of MBThree. Butler is formerly managing director of UM Melbourne and his role has been taken by Wendy Gower, who is appointed managing director of UM Melbourne from her previous role as general manager of UM Sydney.

Simon McDowell, marketing director of Coles said: “The creation of MBThree comes at an exciting time for Coles. We have spent the past two years building a series of unique propositions through which we can talk to our customers in a compelling and engaging way about quality food that costs less. Having MB Three working with Coles will help us ensure that the way we talk to customers through the media remains fresh and relevant.”

Tajer said the creation of MBThree was already underway. The names derives from the fact that MBThree will be a fully operational media communications agency alongside Mediabrands’ two other mainstream agencies UM and Initiative. Other businesses in the Mediabrands portfolio include

MagnaGlobal (investment intelligence), Reprise Media (search and social media), Orion (barter), Ensemble (branded entertainment) and Mediabrands Analytics. Mediabrands Australia has 332 employees and offices in Sydney, Melbourne, Brisbane, Canberra and Perth.


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