VALUE
Customers of choice can punch above their weight
MediaComm is a global supplier of advertising and media services. It boasts household names among its clients. But the agency does not only focus on big businesses. With the right behaviour, smaller organisations can also bolster innovation and efficiency, says chairwoman Karen Blackett. Getting the best out of MediaCom as a supplier is not always about howmuch you spend. Relationships are important too. The client who works in partnership with us will gain access to more of the agency’s expertise. They will be the first port of call when we trial new products or new ideas and will get first- mover advantage. We give open access
It’s not only true for large clients. In fact, being small can be an advantage if the relationship is right. It is not only scale or size that is important, but also growth. We are all in the business of growth: growth for my agency as well as growth for my clients. I win when my clients grow. A smaller customer with a vision that is on a growth trajectory can punch above its weight. There is an opportunity as remuneration is linked to growth. It is also about those clients and teams that are courteous and treat us like a partner, allowing us to live and breathe the brand and the product. Then you go above and beyond the usual service. I always talk about clients such as the Metropolitan Police, which has a tiny spend in comparison with the likes of Sky, DFS or GSK. We have worked with the Met since 1998. We believe that they
to clients that are open with us and take a more inclusive approach.
KAREN BLACKETT, MEDIACOM CHAIRWOMAN
MediaCom is one of the world’s largest media agencies, boasting 5,812 employees in 122 offices across 97 countries. It manages billions of pounds of advertising spend globally. Chairwoman Karen Blackett, OBE, served as CEO of MediaComUK for five years and chief operating officer of EMEA for two years. Advertising Age and Women in Advertising and Communications named her a Woman to Watch in 2016. She led on MediaCom's Tesco pitch, winning the $135 million account, and introduced an apprenticeship programme for 18- to 24 year olds as a way to attract a more diverse workforce.
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