Global Media Manager

Operating Company

Mediacom WW

Job Title

Global Media Manager

Department / Team

Mars Pet Nutrition Europe

Reporting To

Global Associate Director

Location

London

Issued

Jan, 2020

About MediaCom: People First, Better Results

People First, Better Results articulates our belief that an agency is only as good as the people behind the name. We believe that our people are truly what differentiate us as an agency. It is they who drive the success of the company, attracting clients who want to work with the smartest, most motivated people possible. Because we believe in the power of our employees to build our business, we aim to work in a way that recognises this; creating a culture and working environment that is exciting, stimulating and challenging.

MediaCom is one of the world’s largest and most successful media networks with 7,000 people working in 125 offices in 100 countries. To stay ahead of our competitors, MediaCom has always positioned itself as a visionary partner for our clients, challenging them by homing in on ground-breaking, commercial ideas based on in-depth insights and marketplace knowledge.

Our people and our culture are vital to our continued success. Like every company, we look to find the best people for the job. We believe we employ the best people in the industry. However, it doesn’t end with finding the best talent. We spend considerable time and funding ensuring that our people are motivated, have the best training and advancement opportunities and understand their clients’ businesses. We believe that by putting our People First, we deliver Better Results for our clients.

About Mars

Having been appointed in 2018 as their sole planning/buying agency, MARS are MediaCom’s biggest client Globally, with a total ad spend of just over $1Bn across 3 core segments: Confectionary, Pet, Food.

Our brief in 2018 was to help them drive transformation across marketing and media.

Marketing transformational for MARS means sustainable growth by ensuring every brand interaction creates shared value for the people, pets and partners they serve, ensure their brands​:

• Thinking is founded in data-driven human insight​
• Make content and media choices to be culturally famous and meaningfully personal​
• Are purpose driven

Media transformation for MARS means growing media contribution to sales by:

• Accelerating transformation to an intelligent reach model​
  • Reinventing Reach​
  • Connecting at meaningfully personal moments​
  • Proven growth through integrated brand experiences (brand through to D-Commerce)​
• Establishing actionable 1PD framework​
• Deploying agile content model​
• Driving performance through the funnel​
• Continued pressure on reach-based media pricing to drive efficiency or re-deploy

This purpose of this role is to join a centralised worldwide team who run Royal Canin (MARS biggest brand globally) and Pet Nutrition Europe (comprising on brands like Pedigree/Whiskas, Sheba, Dreamies)

About Royal Canin & Mars Petcare Structure at MediaCom

Royal Canin and Mars Petcare are separate segments within MARS, however they both sit under the Pet Care division.

Currently, Royal Canin account team is made up of 6 people, servicing Global structure to build strategy and governance for the brand across 40+ markets but also Central structure to both plan & buy media across 18 Markets out of London HUB with Connected Execution teams.

Mars Pet Nutrition account team is made up of 8 people, servicing as Deployment team for Mars Petcare’s 4 key Blueprint markets – UK, Germany, France & Poland, for more than 8 pet care brands in the portfolio.

In 2021 we are merging the 2 teams together to create a Global Per Care specialist function, containing Brand and Performance experts.

Once fully staffed the team will comprise of 16 people in total, reporting into one Global Engagement Director.

This role is specifically to work on the Pet Nutrition Europe side of that team.

Role Description

Media Manager at Mars Pet Nutrition

This role is to work on Mars Nutrition Europe on a Central Deployment Team (CDT) for 8+ Mars Petcare brands across 4 markets (UK/FR/DE/PL).

CDT team’s main role is to work with MediaCom European Brand Leads who define the strategy for the brands, craft this into an appropriate media plan for each of our markets and deliver that brief to the local investment teams for deployment, supporting them in seeing that through to successful execution.

We are looking for a manager who has experience across all media channels, particularly TV/Online Video which is a key growth driver for the Mars business.

This candidate is to support the Associate Director facing off to the Marketing Directors in each of the 4 markets. With the support of their team, this person will also be responsible for the deployment of our test and learn activity, working in close partnership with the Mars Consumer Insight team.

The Manager will be responsible for managing 3 X Senior Planners and 1 X Executive to orchestrate the planning processes from brief to execution to reporting with local buying teams for the clients in each market.

Key Tasks

Client Management

• Participate in calls and meetings with clients to understand their business, and discuss performance and future strategies
• Support the creation of rationale for a media plan, any optimisation decisions and their outcomes
• Support in delivery of post-campaign analysis and insights
• Deliver reconciliation information regarding media delivery

Media Planning

• Work with Associate Director to translate strategy and comms plan into media selection
• Carry out research on competitive analysis, audience profiling and market trends and key audience touchpoints
• Access key 1st/3rd party data to maximise insight and targeting strategy
• Meet media owners to discuss the brief and generate relevant and innovative ideas
• Create media plans via planning templates and manage booking sign off
• Interrogate historic performance data (where available) to determine or optimise the existing opportunity and key variables which might improve the effectiveness of our media plan.
• Create media plans which contain direct links to KPIs detailed in the media strategy, with a “test and learn” strategy in place
• Monitor performance of live campaigns to identify key wins/challenges
• Meet regularly with publishers and digital partners to understand available tactics, e.g. use of data, technology, creative and trading techniques to drive more effectiveness
• Provide media specialists with their brief – budget, audience, phasing, targets and any other relevant information to support their detailed in-channel planning

Execution

• Manage operational execution in appropriate systems e.g. ad server, brand safety
• Support in aggregation of output from media specialists – planning; reporting; insight/analysis
• Supply reconciliations of delivery across the plan from each media owner/media specialist which the Planners directly booked
  

Reporting & Optimisation

• Work with the buying teams, Planners and Media Executive to interpret performance data and decide on optimisation opportunities
• Generate key charts/slides which demonstrate performance, test learnings and next steps
• Ensure strong commentary that gives insight and action (not just saying what the result/trend is)
• Deliver regular reconciliation reports where appropriate
  

Team Management

• Support AD in building the team spirit and monitor and develop team members in their role
• Manage the Planners to ensure media plan is optimised and delivered accurately
• Collaborate with local market buying teams to ensure the infrastructure is effective and continuously adhered to
• Manage Media Executive regarding liaison with Ad Ops and Analytics teams around tracking requirements for new campaigns
• Work with Finance team to reconcile and deliver efficient PO to invoicing process

About Mars Pet Nutrition

Mars is a multinational company with 3 major business segments: Mars Wrigley Confectionery, Petcare and Food.

Mars Pet Nutrition boasts some of the world’s best-known Pet food brands – including Pedigree, Whiskas, Sheba, Cesar and Dreamies. Mars Petcare is a significant segment in the overall Mars business, generating a substantial revenue for the company. With a portfolio of pet food brands, they aim to serve against any pet owner’s need for their pets and their mission is to make a better world for pets.

Mediacom have worked with Mars for many years in many key markets and we have a very strong relationship with them – we work very closely not just with the Mars marketing team but across their business. One of Mars’ key pillars is mutuality which is reflected in the way they work with Mediacom as the agency partner.

We are very proud of the work we have done with Mars in driving growth for their brands and this has been recognised with a host of awards - including Media Week, Campaign and Cannes. We believe these awards are a testament to how closely we work with Mars and our integrated approach, both within Mediacom and working in partnership with other agencies.

In December 2014, MediaCom secured the Mars planning business across all segments and in all markets. We followed this by consolidating both planning and buying as of January 2019.

The account win represents a step change in their approach to media planning & execution which Mediacom is driving the agenda for.