11 NOV 2021
Nivasha will drive performance by accelerating and synchronising brand and digital systems.
Her appointment coincides with MediaCom’s roll-out of the new, agile, and real-time approach to plan, optimise, and activate across channels, aptly called Systems Acceleration.
As a highly skilled and hybrid measurement-based marketing specialist, Nivasha’s professional foundation has always been centred on people. After almost a decade honing her expertise in client industries such as telecommunication, banking, FMCG, and automotive, she decided to sharpen her understanding of behavioural marketing and the measurements thereof. Being well versed in commercial business strategy as well has shaped her thinking into always seeking opportunities that drive business growth for brands.
Accelerating new growth areas
Enter MediaCom, a company that has shared almost identical values to that of Nivasha. With a people-first philosophy, it has always been a priority that in this age of change, clients have agile commercial models that are data-led and performance focused. Born from this approach came the ‘Seeing the bigger picture’ proposition. This means that by systematically providing services in response to client needs, MediaCom helps identify and maximise new areas of growth for brands to increase return on marketing investment.
Practically, Nivasha explains that in her new role, this proposition will be translated into taking specialist skills and overlaying it with fundamental change-drivers. “By taking core specialists and providing them with a foundation, we can drive impact for clients by taking real-time digital platform knowledge and synchronising it with measurements.” This means that the deliberate move away from channel-specific planning, made possible through the Systems Acceleration suite, will build on a foundation of strong data, the right criteria, and core knowledge of each digital platform to evaluate the entire ecosystem and drive measurable responses for all of the relevant digital footprints.
The advantages of Systems Acceleration
When asked about the Systems Acceleration suite, Shaneel Singh, MediaCom’s Chief Product and Growth Officer, explains that it will allow MediaCom’s teams to take advantage of new opportunities, overcome new challenges, and rethink how media is planned, activated, and optimised for clients. “We are redesigning tactical planning to be more data driven, more integrated, and always on. In the first instance, Systems Acceleration applies to biddable channels, search, social, and programmatic but as more channels digitise, we will apply the same thinking and approach. What we build and apply now will become the foundation of our future.”
The Systems Acceleration suite will contain various strategy and planning tools, which are all geared towards integrating various data platforms to ensure MediaCom’s specialists spend less time delving through data and more time on identifying insights. “Essentially, the system provides you with the information, so that you can interpret the story,” Shaneel summarises.
It is this future-focused mindset that excites Nivasha about being part of MediaCom’s evolution to becoming a data-centric digital agency, offering unmatched solutions to drive clients’ brand presence and business growth. “If you just focus on the results for today, you won’t have a positive impact for your business tomorrow,” Nivasha advises. That is why her five-year vision in this new role is to grow digital capabilities within existing structures, accelerating performance-based marketing, and driving transformation substantially. “These goals all ultimately work towards one, ‘bigger picture’ objective: to create long-term success for our clients.”
MediaCom helps brands unlock growth through media. We do this by applying our unique Systems Thinking approach to data, technology and creativity to design communication strategies that build brands and generate sales.
As part of WPP, the world's largest marketing communications services group, and part of GroupM, WPP’s consolidated media investment management arm, we have access to the richest data sets and most robust benchmarks in the business, enabling us to identify the best avenues for growth and unlock the potential in every brand.
Our success is underpinned by our long-standing belief that if we invest in our people, we’ll deliver better results not only for our teams but also for our clients. “People First, Better Results” means that we invest in our people’s careers and capabilities to help grow our clients’ businesses.
In 2018, this approach led MediaCom to become the first network to hold all six major Media Network of the Year titles concurrently: Adweek, Campaign, Cannes Lions, Festival of Media Global, M&M Global and WARC Media 100. The agency retained the WARC Media 100 title in 2019, also winning Agency of the Year (MediaCom Israel) and Campaign of the Year (Gillette – I Don’t Roll on Shabbos, MediaCom Connections Israel).
MediaCom is one of the world’s leading media communications specialists, with billings of US$13.5 billion (Source: COMvergence, March 2019), employing 8,000 people in 125 offices across 100 countries. Its global client roster includes adidas, Coca-Cola (TCCC), Dell, Mars, NBC Universal, P&G, PSA, Richemont, Shell and Sony.
For more information, visit www.mediacom.com
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