MEDIAVEST (contender)

Out of the Starcom shadow, a story of account gains and ‘Poocharellis’

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Mediavest, which has stepped out of the sizable shadow cast by sibling Starcom, continued its trajectory of growth and innovation in 2006. No clients departed; three of its seven new accounts filled a category void in technology in the agency's client roster (Comcast, EDS and Avaya); and the agency added staff to develop offerings in key areas such as shopper marketing (Greg Warren, formerly at Landor Associates) and original-content creation (Exec VP-Managing Director Brian Terkelsen's team at content unit Connectivetissue expanded to eight from two).

Led by CEO Laura Desmond, continues to stay on top of digital media by educating its employees on developments via in-house classes and training. It has also reorganized its operations, relaunching its broadcast group as video investment and activation, a video-neutral approach to plan and buy media across multiple platforms. Connectivetissue in 2006 created 2,000 minutes of original content, some of which-such as the "Poocharellis" series of interstitials that wove Procter & Gamble Co.'s Febreze into the plot-garnered serious attention. Other media campaigns, such as "The Refreshing Wall" on MSN.com, for Coca-Cola Co.'s Sprite, reflect the agency's ability to create captivating media programs for particular audiences. Expect more of that in 2007.
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