Mark 2007 as MediaCom’s year of evolution. The agency better known as MBS/The Media Company was defined by significant changes: promotions that separated longtime management duo Doug Checkeris and David Campbell; a new CEO and executive committee; and the head office move from Bloor Street West, its home in Toronto for 20 years, to impressive new digs on Dundas Street West.
Along the way, the agency managed to add about $73 million in new billings and create noteworthy campaigns for clients. MediaCom’s Montreal office was particularly hot this year, not only retaining the Michelin business but helping to expand it by assisting stateside counterparts with the U.S. bid. Montreal also won the consolidation of Pfizer’s direct-to-consumer corporate account. Other wins include Canada’s Wonderland and, through international alignments, Volkswagen Audi and Staples Business Depot. As a result of the Staples win, the agency was forced to resign the Best Buy-Future Shop business. It also lost Subway and the non-Quebec portion of Paramount, which stayed in the GroupM family at Mediaedge:cia.
But one of the most visible changes at MediaCom this year was the end of the dynamic duo. After several years of jointly running MBS/TMC, Checkeris was lured to New York as CEO of MediaCom U.S., while Campbell was elevated to president and CEO of GroupM Canada, the parent company of MediaCom, MindShare Canada and Mediaedge:cia.
While he still maintains his office in the MediaCom premises, Campbell has turned over responsibilities for running MediaCom to new CEO Amanda Ploughman. The restructuring also includes the formation of a committee of managing directors made up of media veterans Marilyn Dixon, Sylvia Criger, Gloria Di Ioia, Maura Hanley, Karin Macpherson, Michelle Pauchuk and Jeanne Northcote.
Campbell says the agency has been working in areas that strengthen consumer relationships, with communications such as product integration, sponsorship and increasing engagement with clients’ products and services.
He points to some of MediaCom’s work for Rogers on the five Canadian episodes of Deal or No Deal and the Grammy Awards as good examples of integrating the client into a program in natural and seamless ways. For Deal or No Deal, host Howie Mandel received phone calls from the ‘banker’ on a Rogers phone. Those viewing the Grammy Awards interacted with the Rogers brand by downloading music to their cell phones during the show. When a song was featured during the program, a message on the screen provided directions for immediate downloads as a way to involve the client in the program.
According to Campbell, the move to a new physical location after 20 years in the old offices has been a real shot in the arm for the agency. The new environment and its 360-degree views of the city from the 27th, 28th and 29th floors are quite inspiring, he says.
‘We specifically designed it to encourage the feeling of collaboration and innovation,’ he says. ‘Frankly, we needed a change. [When] there were subsequent changes to the management group, people were much more open and accepting. It’s been a wonderful lift for us.’
Locations: Toronto (below), Montreal, Vancouver
Number of employees: 230
Notable clients: Government of Ontario, P&G, Canadian Tire, Volkswagen, Rogers, Michelin, Pfizer, Staples Business Depot,
Canada’s Wonderland
