Mediacom to restructure and switch focus from buying to strategy

Mediacom is undertaking a major restructure of the agency, led by up to ten new appointments following a year which saw high-profile client losses including the David Jones account and the departure of chairman Anne Parsons.  

The changes to be unveiled to staff on February 16 are the first to be brought in by Toby Jenner since he was promoted from Sydney MD to chief executive. It is also being led by chief strategy officer Mat Baxter, chief operating officer Mark Pejic and Melbourne MD Philip Phelan.

Baxter said it will move away from its traditional focus on media buying and extend further into strategy:

We don’t want to be another big, boring, faceless media agency, there’s enough of those already. We want to be a world class communications agency that puts strategy and creativity at the heart of our business.

“This isn’t a tweak, it’s a transformation. And that’s what this business needs because we can’t continue to trade solely on our media buying heritage. Since Toby became CEO I think the appetite for change has massively increased.”

Mediacom was behind the strategy of the recent Nova campaign which saw ads placed on rival stations for fake milk brand Cowman Milk.

The ads, created by Three Drunk Monkeys, were used to promote Nova’s new breakfast line up Merrick Watts, former ABC presenter Scott Dooley and singer Ricki-Lee Coulter.

Last year, Mediacom was hit by the lost of the Nokia, Westpac and David Jones accounts. It picked up the Canon business and was retained Ikea’s media buying duties.

Its chairman Parsons announced her departure from the agency at the end of last year.

Mediacom’s major clients include the New South Wales Government, all Procter & Gamble brands, Foster’s and the Universal group of companies.


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