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CS Purpose


MediaCom Creative Systems helps our clients See the Bigger Picture by bringing together media and creative to drive brand relevance and accelerate growth. This unified approach to media and creativity is integrated with MediaCom’s Systems Planning approach to ensure maximum marketing effectiveness. Creative Systems is designed to deliver on GroupM’s vision ‘to make advertising work better for people’ and WPP’s Creative Transformation Purpose.


Media & Creative integration

We have entered a new era of creativity where relevance sits at the heart of every brand’s growth agenda. But to drive relevance requires different ways of working and a transformed combination of creative solutions. Creative Systems enables us to leverage the full creative potential of the media, audience, performance and creative data we now have access to.

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Partnerships & Collaborations

Creative Systems also benefits from GroupM’s data and technology capabilities and has built close working relationships with WPP’s Hogarth Worldwide and Greenhouse Group, the industry’s leading data-driven production companies and Motion Content Group, the industry’s most prolific creator or premium entertainment and programming.

Our products & capabilities

Tom Robinson – Managing Partner

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Tom is the Managing Partner for MediaCom Creative Systems. His role is to help our clients and agency partners realise the potential of more relevant communications through the integration of our capabilities and talent across media, technology, data and partnerships. Tom has been with the agency since 2011 when he moved from the UK to set up the search and SEO teams in Australia. During this time, Tom has held a number of positions designed to better integrate our media, content and creative expertise before launching Creative Systems in Australia in 2020. Client and industry experience includes P&G, Volkswagen Group, VIC & QLD Governments, Westpac, MARS and CUB among others.

Tom has served as a judge across a number of industry awards such as Effies, ADMA, B&T, Mumbrella and most recently the Australian Influencer Marketing awards as one of the founding members of the industry body, AiMCO, designed to promote more transparent and ethical standards across the influencer marketing industry in Australia.

Outside the day to day, Tom is a keen cyclist, Liverpool fan & father of 2 boys.

Shannan Quinn – Managing Director, Sport & Entertainment

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As Managing Director of MediaCom Sport & Entertainment AUNZ, Shannan is a well-established expert and leader in the AUNZ sport and entertainment industry. During a career which has spanned over 15 years, he has successfully brokered multiple large-scale deals for clients and rights holders and led the ideation and development of some of Australia’s biggest sporting and entertainment partnerships.

Leading a team which is tasked with managing the end to end strategic and partnership ecosystem of brands in Australia’s largest sport and entertainment properties with clients such as KFC, BP, Vodafone, eBay and Uber. Under Shannan’s stewardship, MediaComs' suite of services include a rights and commercial division, bespoke sponsorship and evaluation proprietary tools and a sports specific data, insights and strategy team for AUNZ.

Maddy Cunich – Head of Content & Partnerships

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Maddy always worked in marketing and communications, starting off working ‘client-side’ within a marketing team, before jumping over into creative agencies and been at MediaCom over the last 5 years. She was recently promoted to the Head of Content & Partnerships in the Creative Systems team she enjoys helping her clients See the Bigger Picture’ by bringing together media and creative to drive brand relevance and accelerate growth.

Highlights in her current role include attending the South by Southwest conference in Texas, hanging out of a helicopter to shoot content for a TV show and going behind the scenes with a Formula 1 team in the pit lane.

Outside of the office her passions are film, fitness & food.

Jesse Osborne – Creative Lead

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Jesse joined Creative Systems in 2020 with the intention to leverage his background as a multidisciplinary Creative, Art Director and Designer to merge media with creative.   

He is an experienced creative who is passionate about crafting big ideas into authentic work that engages with the audience and pushes the boundaries of what’s possible across mediums. With a career spanning well over a decade, he’s been lucky enough to create work for a wide range of clients across various industries.

In his spare time, Jesse enjoys working on his passion projects, tinkering with new technologies and being a father to his young son.

Brodie Watson – New Business Director

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Encompassing 15 years’ experience in the Sports and Entertainment industry across rights holder, brand and agency level, Brodie has acquired a wealth of knowledge and expertise which is imparted on MediaCom’s current client patch to ensure its sponsorship activities are impactful, accountable and aligned with its wider business objectives.

Formerly Group Director overseeing all client activity and now having recently transitioned into a New Business role, Brodie is now working with MediaCom and WPP’s existing and prospective clients to identify, secure, and develop sport and entertainment partnerships that deliver effectiveness and long-lasting results.

Chris Johnston – Creative Systems Director

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Chris has spent over 10 years with MediaCom holding a range of roles across our Sydney and Melbourne offices. His holistic knowledge across our set of Creative Systems services has enabled him to couple his passions for product development, branding and content into award winning work for our vast set of clients.

His journey in media began at MediaCom in the implementation, planning and investment team via the Media Federation of Australia internship program. Chris would find his true calling outside of planning and investment, focussing his energy into supporting the development of our Innovation & Technologies team as one of the first members within this unit.

The experience helping the agency and our clients navigate the fast-changing world of social, platforms, content and production has given Chris a unique insight and perspective on how we are able to drive growth using relevant communications via our full suite of products across the modern-day Creative Systems team.
Outside the office you will find him watching sport, on the golf course working on his short game and tinkering on his latest passion projects in technology and production.

Mika Singh – Strategy Director

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Mika has been with MediaCom Creative Systems for the last two and a half years. In her role as Content Strategy Director, she helps clients cut through the clutter with more meaningful content strategies. Mika found herself in this industry by way of The WPP Fellowship – a multidisciplinary leadership program, where she rotated through 3 different WPP agencies, in 3 continents, over 3 years — Maxus Singapore, VICE Sydney and Ogilvy Cape Town. Prior to the Fellowship, she was a part of the R&D team at MasterCard New York, innovating and producing 'priceless' content. Her roots lie in photography and filmmaking, she went to film school in New York City and worked briefly as a photographer and editor. Outside the office you’ll find her hanging off various cliff faces or wiping out in the surf as she explores a passion for rock climbing, the outdoors, and the general adrenaline of life.

Dan Collier Hill – Strategy Director


With 10 years’ experience across sport and technology, Dan’s role as Strategy Director is to help MediaCom clients tap into the world of Sport & Entertainment. A self-confessed sponsorship tragic, he often leads an effectiveness agenda with clients and throughout the industry to help drive strategic growth. During his time at MediaCom he has worked on the likes of KFC, Uber, eBay and BP.

Ayesha Kiely – Content & Partnerships Director

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Ayesha Kiely joined MediaCom in 2015 and has experience in concept creation, development and execution. Her role is to embed brands into cultural properties, and cultural moments, that generate conversations

Ayesha is passionate about enabling collaboration between creative, media, production, technology and analytic teams to create ideas that can be extended across platforms, networks and technology partners.

Nick Verheist – Partnerships Director


Nick leads the AUNZ Partnership team having spent his last 10 years with the Sydney Swans AFL team working across both football operations and commercial partnerships. Exposure to professional sport and experiencing success at the highest level, Nick has direct insight into the significance of teamwork, culture and result driven processes.

Through the completion of an MBA in Sport Management, Nick has developed the tools and capabilities required to excel in commercial sporting and general business environments. Transitioning from working with teams in football operations into commercial partnerships, managing a portfolio of international corporate brands has allowed Nick the ability to combine experience and study to strategically leverage commercial opportunities. He will always be a tragic Sydney Swans supporter.

Jeremy Hickson – Content & Creative Analytics Director

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