Mediacom repositions and appoints branded entertainment head
Mediacom has announced a repositioning of the media agency in a bid to “reconnect with consumers”, while also announcing its first major hire since the start of its restructure last month.
Gemma Newland, managing director of TBWA UK’s branded entertainment arm and former MTV Networks Europe vice president, has been appointed to head the new division MBA (Mediacom Beyond Advertising).
Focusing on branded entertainment, she will be joined by a head of innovation and technology, a new role which is yet to be filled.
Newland, who commences tomorrow, has most recently come from Stream in the UK, the branded content operation of TBWA, where she spearheaded the GT Academy. It saw Nissan Europe and Sony Computer Entertainment Europe team up to create a new racing competition.
Reads like an OMD press release from 5 years ago
@Tim. Who is this new Gezza ? I am the one and only Gezza.
I can confirm that Gezza (with a cap G) posts from a different IP from gezza with a lower case g)…
Cheers,
Tim – Mumbrella
pistols at dawn?
a panel of 90 homes across 3 markets huh! Wonder what the relative standard error might be?
@Network – I smell “pitchware”…. your question should should read “relative errors standard”…but sounds good on the day huh
This is possibly the worst piece of media positioning strategy I have seen in the last decade. God help their clients if this is the best they can do for themselves.
It’s not ethnographic research. That would involve living with the family or at least spending seveal hours with them quietly observing them. A panel is something very different
MBA focusing on strategy? Next we’ll see more agencies getting rebranded educationally into BSC, MPHIL, MA, PHD, oh wait a minute PHD is already taken …
Renamed to avoid shooting at dawn by Gezza
Came across this somewhere else today (not to be named )…..
BRANDED CONTENT BRANDED RISKY FOR ADVERTISERS
The high cost of producing high-quality branded TV content sees it continue to be treated like a “third cousin” by broadcasters and occupy off-peak time slots, a panel of TV experts said today.
Slotted in nicely to this thread. Seems like every aspect of the above strategy (and associated PR) is ill conceived