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CS Purpose

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.

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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 of premium entertainment and programming.

Our products and capabilities

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Stef Calcraft – Global CEO, Creative Transformation

Stef Calcraft

Stef Calcraft is MediaCom’s CEO, Creative Systems. His role is to help MediaCom deliver Bigger Picture thinking for our clients and agency partners by harnessing the full potential of our world-class talent, data, technology, media and platform relationships.

Stef is the co-founder of Mother, one of advertising’s most iconic agencies. Mother was recognised as one of the greatest agencies of all time in Campaign Magazine’s 50th Anniversary issue. While at Mother, Stef was also a silent founding partner of Naked Communications, a trail-blazing communications planning agency in the 2000s. Stef has also served as Non-Executive Director for Blue Rubicon, now part of Global CEO Advisory Firm Teneo and as an adviser to Ridley Scott and Disney’s Maker Studios. Before joining MediaCom, Stef was Executive Chairman of Dentsu International UK & I. Stef began his career in marketing at Unilever.

Jane Ratcliffe – Global Managing Director

Jane Ratcliffe
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Jane joined the advertising industry in1982 and found that her natural home was to be in media. Her passion and enthusiasm for the business, along with her love for all things media and the people who work within it propelled her rapidly up the ranks, from MediaCom UK MD to CEO, Chairwoman, VP EMEA & Chair of Sport & Entertainment & KR MediaCom and now Global Managing Director of Creative Systems. What Jane brings to Creative Systems is a wealth of knowledge, experience, commercial understanding, a real can-do attitude and quite simply a love of working with smart, innovative and highly collaborative people. She channels her efforts into making sure everything we do is effective, that it makes a real difference and that we are building long-lasting relationships everywhere.

Her challenge to herself this year is cold water swimming, Brrr!

Anush Prabhu – Global CSO

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Anush Prabhu joined MediaCom in 2016, as the US Chief Strategy Officer, with a distinctive skillset of delivering strategic growth solutions that harness data and creativity, at both creative and media agencies.

He has been an instrumental part of the transformational growth of MediaCom, leading to the company being awarded Agency of the Year twice since 2017. He believes industry recognition is not only an indicator, but also a driver of a winning culture - in fact, during his 20-year career, agencies he has been a part of have picked up the top award 10 times.

Anush has helped shape several of the agency offerings, including Creative Systems, that has already delivered award winning growth solutions for clients.

He has been honored as an Adweek’s Media All Star, Adweek Young Influential, International Innovator, and an Integrated Marketing Influential.

Benjamin Vendramin – Global CCO

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Benjamin joined MediaCom in 2018 with the fundamental belief that audiences don’t delineate between media and creative, neither should we.

His experience spans across North America, including TBWA\Chiat\Day and Taxi in Toronto, to JWT and McCann in New York. Benjamin brings his innovative approach to storytelling, leveraging platforms, existing and emerging technologies to MediaCom.

In just over 2 years, Benjamin has helped reshape MediaCom’s creative offering, integrating media and creative teams, resulting in culturally impactful work for clients like Ally Bank, Pokémon and Signet Jewelers.


Prior to MediaCom, Benjamin held creative leadership positions at WP Narrative, where in just two years they were awarded Agency of the Year at the Shorty Awards, and McCann, where his work for MGM Resorts won five Cannes Lions and was shortlisted for the coveted Titanium Lion.

Nick Palmer – Global Head of Product

Nick Palmer

Nick Palmer is an experienced communications strategist, part time entrepreneur and full time father of two! Nick specialises in the intersection between media and creative. He has led strategy for numerous global brands – picking up awards for effectiveness (Effies) and creativity (Cannes Lions) and has more recently been running MediaCom’s contemporary creative capability across EMEA. He has a passion for the strategic application of marketing science to modern forms of communication and building progressive brands.

Misha Sher – Global Head of Sport, Entertainment & Culture

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Misha Sher is MediaCom’s Global Head of Sport, Entertainment & Culture. His role is to develop and deploy best-in-class capabilities which help clients drive growth by being embedded in culture.

Industry veteran of more than 15 years, he has built and scaled an award-winning sport & entertainment business at MediaCom which works with some of the world’s most admired brands and talent across sport, music, gaming, film and original entertainment.

His drive to help clients think outside the box to win the battle for attention has led to him co-authoring first ever book by a Cannes Lions Jury, ‘The Art of Branded Entertainment’, addressing the need for brands to produce work worthy of people’s time.

A former professional footballer turn marketing executive, Misha is an avid and vocal supporter of women’s sport as a vehicle to develop more confident women and more gender equal society.

Nicole Amodeo – Global Head of Addressable Creative

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With over 20 years in advertising, Nicole founded and built MediaCom’s London-based DCO product and practice in 2017. A pioneer in digital and mobile marketing, she most recently worked for voice and in-app ad tech companies in New York City. Now as Global Head of Addressable Creative, her role has evolved to support all clients and markets, unlocking relevant creative potential of programmatic across addressable channels from display to video, audio and DOOH.

Transformational work with global brands like Dell, Shell, Bose, Coke and Mars helped codify a cross-discipline workflow to align media, creative and technical production teams and opportunities. Nicole is helping MediaCom lead the industry into the addressable future of advertising by integrating WPP & GroupM’s best people, process and platforms to grow and scale this exciting new way of working.

John Walsh – Global Head of Addressable Strategy

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With over 20 years of experience in media John has performed a wide range or roles across the agency at both local & regional level through to running global accounts.

Having always focussed on content rich, digital first clients such as Electronic Arts & PlayStation he has an innate understanding of the ability creative and relevant messaging has to drive additional campaign performance.

Driving strategy globally for clients wanting to take full advantage of the opportunity addressable presents by bring media & message together through technology.

More recently this has included helping to develop our Creative Analytics capabilities & how they are expand across channels & campaigns.

Tom Saunter – Global Head of Creative & Media Technologies

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Tom is our resident creative & media technologist, bringing 13+ years experience in digital strategy and innovation to Creative Systems. Tom is passionate about inventing novel solutions to our client’s most complex marketing challenges, such as our market-leading Creative Analytics product, and is inspired by his work with start-ups, academics, and computer scientists.

In his spare time Tom is a DJ playing what he calls ‘Neon Space Disco’, and lives between Penge and the rolling hills of the Peak District.

Ana Cuellar – WW Head of SEO

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Ana Cuellar is an analytical and data driven SEO specialist, bi-lingual and full time mother, with experience in planning, development, and management of international SEO strategies for various well-known brands like P&G, Royal Canin, Mazda and Tempur.

Ana is passionate about innovative web technologies, driving digital growth through search strategies underpinned with audience and data insights and ensuring our clients are at the forefront of the digital landscape.

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Global Hubs

London

124 Theobalds Road
London
WC1X 8RX
United Kingdom

Phone: + 44 207 158 5500

New York

3 World Trade Center

175 Greenwich Street
New York
USA

Phone: + 1 212 912 4200

Mexico City

Av. Lago Alberto #319, Piso 3
Col. Granada, Miguel Hidalgo
Mexico City
11520

Phone: + 52 55 4161 4700

Singapore

China Square Central

18 Cross Street
Singapore
048423

Phone: + 65 6395 5460