MediaCom Worldwide is renaming its
MediaCom Direct division to better reflect pervasive shifts in both
consumer behaviour and global marketing strategy. "MediaCom
Response" will now be the name of one of the largest direct
engagement practices in the media industry.
MediaCom Direct has a rich
history. When launched in 1992, the division worked primarily
with clients utilising print, doordrops and DRTV to reach target
audiences. A decade later, marketers began adding unique URLs to
most of their efforts, and - today - the integration of brand,
demand generation and demand conversion has become the norm.
MediaCom has been at the forefront of these changes, pioneering
sophisticated business modeling techniques in order to properly
attribute campaign performance.
"The consumer buying journey has
become immeasurably complex, and almost all communications now
carry a URL, QR code or some other response mechanism," said David
Kyffin, MediaCom's Global Chief ROI & Direct Marketing Officer.
"We will continue to grow our direct marketing business, but more
and more of our work is with brand clients interested in achieving
higher levels of engagement and interaction, and this name change
reflects this new, exciting reality."
MediaCom has Response divisions in the
UK, USA, Germany, France, Italy, Spain, Netherlands, Nordics,
Poland, Singapore, China, India, Australia and Canada. It is also
expanding the division's global footprint in APAC and LATAM.