MediaCom today announced the promotion of Tom Robinson to managing partner of MediaCom Creative Systems, a new division within the MediaCom network.
MediaCom Creative Systems brings together media with data and tech-enabled creativity to drive brand relevance and accelerate growth for its clients. Following a successful launch in the US and Australia, Creative Systems is being rolled out globally across the entire MediaCom network.
The launch, part of the network’s recent Seeing the Bigger Picture proposition, includes a suite of data-driven creative products, including Addressable Creative, to improve media performance by integrating addressable creative with addressable media, and creative analytics.
This new tool uses AI to understand which ads work and which don’t and will take best practice learnings from those that do to make client communications plans work better.
Robinson will sit on the executive committee and will oversee the division across Australia bringing together creative services including media and entertainment partnerships, influencer marketing, content strategy, social content and SEO alongside new data driven capabilities.
“Creative Systems has proved a watershed moment for MediaCom and our clients in the last 12 months and I’m energised by the work we’ve been able to deliver as an agency," he says.
"When we focus on the relevance of communications it opens up new opportunities for growth and new ways to communicate with audiences and that’s been incredibly exciting and transformative.
"We’ve got a brilliant team of experts that I’m privileged to work with every day and I’m looking forward to building on this success at such a pivotal time for our clients.”
Willie Pang, CEO MediaCom: “Tom’s promotion is recognition of his creative leadership, vision and is a critical first step in making MediaCom’s ambition to help clients to see the bigger picture an actual reality”.
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