In an exclusive chat with exchange4media at Cannes Lions 2013, Matthew Mee, Global Chief Creative Officer of Mediacom talks about the agency’s approach to optimising the use of social and mobile, clients taking more risks, strengths of Mediacom India and more...
What is the agency’s approach to optimising the use of social and mobile media?
Social and mobile are two increasingly important areas of our business. It is not one block of specialty but a platform that can be used in many different ways. Both, social and mobile are increasingly transforming our business globally, with a different approach to prioritising content in the conversation. We have huge businesses in digital, analytics and response – all three of the areas have generated huge amounts of content. We are using this to understand what works...it is really changing content today with an approach to understand where people are, what they want and ensure we actually deliver that in our communication.
Do you see enough experimentation among clients when it comes to mobile and social?
We were waiting for the longest time for the break in mobile to happen. With the availability of data with 3G and 4G, it has happened. I would say the spirit of clients taking risk is now coming back.
Interestingly, it is the smaller businesses that are far more open to experimentation. The larger ones are still used to traditional media and maybe set in their ways.
Do you think the mobile medium is under-leveraged?
Yes, people are approaching it from a channel perspective instead of saying ‘what can it do for me’.
What would you say are the strengths of Medicom India?
Some of the best analytical as well as imaginative work comes out from India.
What are the focus areas for 2013-14 for Mediacom globally?
Connecting, Connecting and Connecting. We handle many diverse points between a brand and a customer – our mantra is integration, looking for a connection in everything internally to give a better interface to the clients.