Find out what current and past clients have to say about this media agency, plus take an in-depth look inside.
"We have a rich portfolio of experimentation."
When MediaVest Director of Digital Connections and Senior Vice President Amanda Richman makes this kind of statement, she's not exaggerating. To date, the New York-headquartered media agency has dropped more than $17 million on targeting and media usage research alone. That's a lot of tinkering, including working with digital content site Hulu, in the mobile space, and across social networks, games and virtual worlds. Of course, that's all to the benefit of new 2007 MediaVest clients Wal-Mart and Wendy's, as well as old clients such as Proctor and Gamble (on most of its North American brands, including Vicks, Prilosec, Clairol Herbal Essences, Crest, CoverGirl and Tampax), Coca-Cola and Mars (Pedigree).
Despite its vast research, MediaVest, which also has offices in Los Angeles, doesn't play favorites with technology. While others may intend to go whole-hog for mobile in 2008, Richman says MediaVest plans to remain tech-neutral. Whether focusing on mobile or social networks, "We need to understand and embrace all technologies, including being knowledgeable about traditional media as it evolves," Richman says.
Of course, digital is still the core of MediaVest's Digital Connections business. Richman says all client teams include digital experts who provide input throughout a campaign's conception and execution stages; these experts help interpret consumer behavior, gain customer insight and work with media across all channels. "Versus the traditional approach, where digital is just an extension of initiatives happening across traditional media, here there really is integration of it from the start of the consumer experience," Richman says.
Clients in 2008 can expect to see MediaVest's digital and metrics accountability practices continue to expand. The idea, Richman says, is to focus less on traditional impression measurements and more on the actions consumers take after viewing a campaign.
Founded in 1929 as Benton & Bowles with a focus on radio broadcasting, the company was renamed MediaVest in 1999. MediaVest formed its digital practice in 2003 and last year the digital team grew from 60 to 90 people. MediaVest does not reveal its revenue numbers, but Richman describes the increase in employees as a "direct reflection of business growth" over the past year.
Agency highlights from 2007 include: Creative Media Award in New/Emerging/Experimental Media (Coca-Cola/Sprite Obey); MIXX Silver Award in Mobile Platforms (Coca-Cola/Sprite Obey); Google Marketing Machine Award; Vice President, Digital Director Mohan Renganathan dubbed an OMMA "rising star" of the digital media world; MediaVest named co-winner, with sister agency Starcom, of OMMA's Media Agency of the Year designation.