Media agency MediaCom is increasingly turning to talent from the television production industry in a bid to develop content that’s more engaging to consumers.
Speaking at C21′s Propaganda Factory conference in London yesterday, MediaCom managing partner Paul Chard said the model of advertisers interrupting people’s leisure time was being replaced by consumers actively looking for their content.
The company has spent two years developing teams in New York, Singapore and Mexico to produce and distribute content with partners, and is increasingly turning to the TV industry for recruits.
James Morris, who leads the company’s efforts in EMEA, was previously director of digital strategy at UK indie Two Four Productions. Nick Cohen, MD and UK partner at MediaCom, joined the firm a year ago, having been part of the BBC multi-platform commissioning team that won a Bafta for its work on the Wallace and Gromit franchise.
Chard said having a team that knew how to deal with and speak to producers and content buyers was imperative for the company’s new strategy.
“Instead of being an interruptive media department, placing ads and interrupting people’s leisure time, what we’re doing now is turning the tables and wanting the consumer to chase us and find out where we are through sponsorships, content, social and dialogue,” he said.
“We’re employing different people than we would normally have employed. We don’t need any more spot buyers, we need people who understand how content works.”