Newly created MediaCom Creative Systems appoints managing partner

MediaCom has announced that Tom Robinson will be promoted to managing partner of the newly created division MediaCom Creative Systems.

MediaCom Creative Systems was created to bring together media with data and tech-enabled creativity in order to drive brand relevance and accelerate growth for clients.

Following a successful launch in the US and Australia, Creative Systems is being rolled out globally across the entire MediaCom network.

Tom Robinson

Robinson said: “Creative Systems has proved a watershed moment for MediaCom and our clients in the last 12 months and I’m energised by the work we’ve been able to deliver as an agency.

“When we focus on the relevance of communications it opens up new opportunities for growth and new ways to communicate with audiences and that’s been incredibly exciting and transformative. We’ve got a brilliant team of experts that I’m privileged to work with every day and I’m looking forward to building on this success at such a pivotal time for our clients,” he continued.

As managing partner of MediaCom Creative Systems, Robinson will sit on the executive committee, overseeing the Australian division. This includes bringing together creative services including media and entertainment partnerships, influencer marketing, content strategy, social content and SEOs.

Willie Pang, recently appointed managing director of GroupM services, added: “Tom’s promotion is recognition of his creative leadership, vision and is a critical first step in making MediaCom’s ambition to help clients to see the bigger picture an actual reality.”

It was recently announced that Pang will be stepping away from MediaCom, to take a broader role as managing director of Group M services.

As part of MediaCom’s recently launched ‘Seeing the Bigger Picture’ brand identity, the launch includes a suite of new data-driven creative products.

This includes Addressable Creative, according to a statement this will “dramatically improve media performance by integrating addressable creative with addressable media, and Creative Analytics”.


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