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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.

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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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Dan Wood – Managing Partner, Head of Creative Systems UK

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Dan joined MediaCom as a graduate in 2000. Since then he has gained experience across a diverse range of business sectors including Motors, Entertainment, FMCG, Charity, Government, Technology and Retail.

Dan started his career in the Investment team and has progressed from there to take on leadership roles within trading, implementational planning and creative partnerships. This broad perspective means that he has a unique understanding of the business, its people and how best to leverage both to deliver maximum value for clients.

In his role as Head of Creative Systems UK, Dan is focused on helping clients to ‘See The Bigger Picture’ by bringing together media and creative to accelerate growth. This means leading a team that develops the most potent ideas to drive cultural relevance (from Influencer Marketing to Branded Entertainment & partnerships), the most integrated, addressable ideas to drive personal relevance (through our Addressable Creative and Creative Analytics offering) and the most authoritative ideas to drive platform relevance (via our SEO and Social products).

Paul Tremain – Managing Partner, Content

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Paul leads our Content work for the agency and has been with us for 7 years. He brings experience from working with brands, broadcasters and agencies and in his current role is responsible for the content solutions across social, influencer marketing and branded entertainment. He was responsible for award winning projects such as ‘Extreme Everest with Berocca’, winning Gold for Best use of Content at the Festival of Media and Best Advertiser Funded programme at the Broadcast Awards for ‘Tour De Celeb’ with Skoda.

He is passionate about partnering brands with content that audiences want to spend time in turn creating effective outcomes.

Tom Curtis – Executive Creative Director

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Tom joined MediaCom way back in 2000 with an art degree and a 2-year stint at another agency under his belt. Since then he’s had a number of distinct roles including planner, Joint Head of MediaCom Create, and more recently Head of MediaCom Beyond Advertising UK, the content division that preceded the launch of our global Creative Systems offering.

In 2019 Tom became MediaCom UK’s first ECD. His role sees him working with many of MediaCom’s largest clients on big ideas that transcend the customary route of TV-first advertising.

Related very much to his passion for encouraging creativity amongst the next generation of talent, Tom is also the dad behind the 800k+ followed, and Webby nominated, Instagram account, @thingsihavedrawn.

Neesha Taneja – Head of Clients and Business Development

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Neesha has been in the media industry 16 years, beginning her career at ITV in sponsorship before spending some time at Neo @Ogilvy in Mumbai. She joined MediaCom 8 years ago in the broadcast sponsorship and activation team, before expanding her role into branded entertainment, licensing & IP and talent led partnerships. Her experience has enabled her to see the bigger picture by developing sponsorships and partnerships media owner side and applying that knowledge to lead on Creative Systems for clients such as Lloyd’s, Tesco, Coca Cola and Hasbro.

In her role as Head of Clients and Business Development, Neesha leads a team of brilliant Creative Systems Leads who are passionate about spreading the Creative Systems story and delivering award winning work to all clients within the agency. She is a huge advocate for Inclusive planning and applying the principles of diversity and inclusion to the creative output of her team

Louise Wright – Head of Operations

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Emily Trenouth – Head of Influencer Marketing

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Emily started her career working in Financial Services. However, whilst blogging as a creative outlet she recognized the opportunity for bloggers and influencers to collaborate with brands. In early 2016 Emily turned her passion into a career in Influencer Marketing and joined Takumi - one of the UK’s first influencer platforms.

After leaving Takumi Emily worked with influencer & content marketplace TRIBE to help launch first their UK operation and then spearheaded their US Operation in New York, leading partnerships with agencies and brands such as P&G, Unilever, WPP, Nestle, Diageo and more. Upon her return to the UK, she joined MediaCom as Head of Influencer Marketing, one of the agency's fastest-growing divisions within content marketing.

Her role is to lead the Influencer Marketing division for both UK & Worldwide clients such as Coca Cola, Mars, LVMH, Sky and many more.

Babs Maye – Head of Addressable Creative

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Babs has 20 years of industry experience and has worked on all sides of the digital ecosystem including agency, tech and more recently on the client side. His previous role was at Nestlé where he rolled out global DCO standards for all key markets and was responsible for putting in place a network of preferred tech partners to ensure improved efficiency and effectiveness.

Babs brings a wealth of experience and will work closely with Creative Systems and the business units to make sure our audience planning is led by an understanding of the creative message, not just the media placement, he will be building on the brilliant work already started by Mediacom UK in this area. This appointment reflects the importance that we are placing on the delivery of mass personalisation at scale for clients across all their addressable media channels.

He will work on delivering a development roadmap for increased capability and performance across Creative systems technology and platform partners. His unique understanding of this challenge from an agency, client, and technical perspective makes him the perfect person to help us succeed in this area.

Katy Taylor – UK Head of SEO

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Katy has been working at MediaCom for seven years, initially responsible for Project Management and Operations for the UK SEO team, and later introducing new services as part of our SEO offering and together with the team, managing new business and client growth. Previous work lives have included Content Writer, Web Master, E-comm Analyst and Storyteller.

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.

Alex Brown – Head of Sport & Entertainment

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Alex Brown heads up the UK arm of MediaCom Sport & Entertainment, our specialist partnerships division. In over 2 decades working in sport, Alex has led the partnerships strategy, activation, amplification and evaluation for major global businesses such as HSBC, Miller Coors, Waitrose and Heineken across a wide variety of sponsorships. At MediaCom, Alex leads our drive to identify, execute and deliver impactful and integrated brand partnerships across a wide variety of cultural passion points from sport to music, entertainment to gaming. Incorporating a data-led approach, and routing all activities in audience and brand insight, the team currently service clients as varied as Toyota, Circle K, eBay, Boots and Dell.

Kerry King – Managing Partner, CS

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Kerry joined MediaCom in 2017 as Head of Investment, having previously spent 19 years at Dentsu working in various positions across planning, buying, trading and commercial. Her role now expanses the three regional office which form MediaCom North Group to ensure consistency and alignment with the UK team. Since joining, she has amalgamated and structured the investment team around client centric teams to deliver holistic campaign planning and activation to deliver the Seeing the Bigger Picture vision. With the constant changing media landscape, it is crucial that our clients and agency team feel that they are being navigated through such change and Kerry's experience and extensive senior media owner relationships helps deliver this. Kerry also leads the social committee and organises our social calendar with some unforgettable summer, end of year parties and social events.

As her two daughters are grown up, she ensures that she has time to be a great mentor to our wider team and teaches the occasional yoga session. Her passion to bring new talent into the industry has seen MediaCom develop partnerships with local universities, and will become an even bigger area of focus in the new academic year.

Mike Gibbons – Creative Director

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Mike is an award-winning Creative Director with creative and production expertise spanning 20 years. He joined MediaCom in 2010 and during his time has been the lead creative on many of our flagship accounts and creative projects. With a comprehensive background in design, Mike understands how to create and shape original ideas for both traditional and non-traditional media. He prides himself on elevating ideas, striving to achieve the best possible outcome for our clients and partners.

Outside of MediaCom, as a joint owner of a microbrewery, Mike also has a key interest in beer!



Jay Kandola – Director - MBA Commercial Lead

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Jay spent early career experience in TV production, before focusing on funding content and moving into the commercial space, with the last 10 years agency side at WPP. Jay has a history of delivering multi-market content solutions and is passionate about making content happen in all forms. Currently our Commercial Strategy Director, Jay has taken the reins of our creative division commercial work. Jay enjoys working across the team to help construct content solutions that accelerate revenue growth.

Charlotte Beech – Director, Head of Creative Systems, MediaCom North

Charlotte Beech

Charlotte has been with MediaCom for over 10 years, with roles within Investment focussing on media strategy and creative media implementation. She has been responsible for some of our leading partnership work, including tombola’s long term sponsorship of I’m a Celebrity Get Me Out of Here and the multiple award-winning Missguided Styles Love Island campaign.

Now as Head of Creative Systems, she will lead on connecting a multi-disciplined team and different areas of our business to create fully activated, innovative, cross media campaigns for our clients with creativity at their heart. She is passionate about creating collaborative working relationships and aligning creativity within media placements to find innovative solutions for our brands, whilst championing our people first culture – which as new mum to a young daughter, is key.

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