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MediaCom launches largest ‘Google Practice’ in the UK with dedicated 250-strong team

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The practice will deliver best-in-class results across the whole Google ecosystem and is the first of three specialist initiatives to launch this year at MediaCom.

MediaCom has launched the UK’s largest ‘Google Practice’, a dedicated team of 250 experts that will deliver a more comprehensive and specialist service across the Google ecosystem to its clients.

Against the backdrop of a changing data and privacy landscape – with third-party cookies removed completely in 2022 and first-party data set to become the new normal – the practice will provide the full suite of Google services to all MediaCom’s UK clients. These include dynamic creative optimisation, programmatic, media/ad tech, paid & organic search, web analytics, UX & conversion and first-party data & advanced analytics, which will all be under one umbrella community.

The launch of the practice – led by MediaCom North Group and spanning all five MediaCom offices in the UK – is part of the company’s ongoing digital commitment and the first in a series of three specialist groups launched by the agency this year. As client challenges continue to adapt and services become increasingly complex, the community of experts will unlock a new level of support and help to scale Google’s services massively across the client base.

By combining all the products of Google’s ecosystem, the practice will offer better audience targeting, smarter optimisation and AI-driven automation, all delivering more effective campaigns both on and offsite across the full customer journey.

What’s more, MediaCom is also integrating Manchester-based digital product studio Code Computerlove (acquired in 2016), a specialist in creating brand experiences, to complement the practice’s digital journey proposition and deliver the onsite UX, analytics and optimisation elements.

Richard Davies, Chief Digital Officer at MediaCom, said: “The launch of our new Google Practice is all about seeing the bigger picture. Built with our clients in mind, we wanted to create a community of digital experts and practitioners across the Google suite who are able to offer the very best in services, solutions and consultancy – with the ultimate objective to deliver growth revenue for our clients. By bringing our expertise under one roof, we can ensure our clients are maximising their use of first-party data, and leveraging our new skills and capabilities across the whole customer journey to deliver against their business objectives.”

Paul Cooper, COO at MediaCom North, commented: “I’m incredibly excited to launch this industry-leading initiative to help drive our digital-first strategy and reputation – and immensely proud of our regional collaboration in bringing this to life. This is a brilliant example of ‘One MediaCom’; led by our team in Manchester, we’re pooling resources from all five of our MediaCom offices in the UK under one banner to deliver a truly united proposition for our clients. And as we head towards a more privacy-first world, it’s imperative we give them the tools they need to succeed by connecting all the dots and comfortably setting them up for a cookie-less future.”

Matt Bush, MD of Agencies, Partners and Creative at Google, said: “We are really excited about the launch of the Google Practice and the evolution of our partnership with MediaCom. The practice enables MediaCom to bring together the talent and skills needed to advance and optimise the Google ecosystem and by combining community and specialism we can partner in a more efficient, effective and sophisticated way to drive better business outcomes for MediaCom’s clients.”

The Google Practice is spearheaded by Richard Davies, CDO at MediaCom, Paul Cooper, COO at MediaCom North, Nicola Marsh, MD of MediaCom North Group and Google Practice UK, Louis Georgiou, MD at CODE and Kenny Skelton, Partner & Head of Google Practice.

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