As one of the world’s leading content agencies, MediaCom Beyond Advertising’s nearly 800 employees create content strategies and execute projects for some of the globe’s largest advertisers across 44 markets. The South African arm will create, execute, and manage all of the digital content across Pfizer’s entire local brand portfolio, including iconic products such as Centrum, Caltrate, and Advil.

Connected consumers, connected media

In an era that is defined by digital interactions, everything is linked and connected – especially consumers. As such, media planning, buying, and placement across multiple media channels must be aligned to fast changing consumer behaviour. Consequently, MediaCom developed an entirely new way of operating - designed to scale with the progression of this landscape. This entails a distinctive approach which optimises a client’s entire eco-system of content and connections, not just individual silos. The result was a unique planning process, called 20/20 Connections.

This methodology integrates data, technology, connected teams, and system thinking to maximise cost efficiencies and performance to align to clients’ business needs, such as Pfizer’s. For this reason, MediaCom has evolved beyond a media agency and is known as the Content and Connections Agency.

To further entrench this industry-first mind-set, MediaCom launched a dedicated content division, called MediaCom Beyond Advertising, in April this year. The focus of this arm is to set the company apart from traditional agency models. Although creativity remains at the core, data and insights ground concepts in truth, not assumption. These insights are based on a solid foundation of real-time, proven data that is sourced through MediaCom’s various well-established content and touch-point assessment tools.

Federico Dedeu, head of MediaCom South Africa’s Beyond Advertising division (also known as MBA), says; “Mediacom Beyond Advertising is a new breed of services. We are born from data and insights, an integrated content and creative agency for the digital age. Our media heritage has given us the understanding to leverage data in such a way that our ideas and concepts are based on true consumer insights rather than gut feel.”

More than media

MediaCom Beyond Advertising’s distinctive approach and globally-developed technology were key factors in Pfizer’s decision to appoint the company as the brand’s digital agency. This occurrence is a first-for this industry, as MediaCom was founded in essence as a media agency. Due to this, Pfizer not only has access to a team of digital specialists, but access to a global network, multiple digital media channels, and well-established clients that could potentially offer strong campaign partners when target markets or messaging align.

Claudelle Naidoo, MediaCom’s head of Insights & new business director, ensures that the company’s philosophy remains the same. “We are execution specialists, but with a slight twist; delivering measurable results and value to our clients are equally as important. Hence, the partnership we have formed with Pfizer is proof that we are Content and Connections experts and based on this, are able to service our clients on every possible level. We are very excited to have Pfizer on board from inception of our newest division, MBA, and are looking forward to growing from strength to strength with this brand.”

Pfizer will be joining MediaCom’s prestigious portfolio of clients, such as Coca-Cola, Volkswagen, Times Media Films, Procter & Gamble, and Shell to name a few.

For more information, visit www.mediacom.co.za. Alternatively, connect with them on Facebook or on Twitter.