MCM rebrands as Authentic, goes all out integrated

By AdNews | 16 June 2014

MCM has a new name and a new direction. It's shedding its reliance on traditional spots and dots ad-funded approach and planning to make more of its money from branded content, music and connecting brands to audiences.

Authentic Entertainment is the new name and authentic brand connections are the game. To help create and deliver them, the new entity has rolled in digital agency Igloo.

The traditional spots and dots model is on the nose, reckons CEO John Wardley. The former Coca-Cola marketer and long-time shareholder is now at the helm of Authentic after joining MCM as executive director in August 2013. Two months later, Simon Joyce left as CEO with talk of a new structure emerging.

That new structure is now apparent. Wardley said its currency will be “great ideas … we will entertain with a purpose … to create and emotional bond between brands and consumers that is enduring, that is authentic”.

Wardley, whose team of directors, pictured, include Jonathan Hopkins (strategy & marketing), Chris Derrick (digital), Danika Johnson (sales), Sam Thompson (broadcast) and a soon to be announced creative director, is planning some bold moves in integrated content, with music likely to figure strongly in the mix.

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