MediaCom

Rebranding the UK’s number one media agency

Brand strategy
Brand identity
Brand architecture
Brand assets
Brand guidelines
Brand activation
Signage and wayfinding
Art direction
Tone of voice

Client

MediaCom (now EssenceMediacom) were one of the world’s leading media communications agencies, with 113 offices in 89 countries around the world.

Brief

Significant global expansion had seen the MediaCom brand become over-stretched and vulnerable to interpretation across their global network of offices. But their ambition was to continue their growth to become the number one media agency in the UK. So after a number of failed attempts with larger agencies, they decided they needed to work with brand evolution specialists who could work with the management team more closely to help them achieve their goals. MediaCom asked Rose to evaluate the brand and help them create a new brand strategy to appeal to local audiences in their individual regions, whist retaining a strong and consistent global brand. MediaCom asked Rose to evolve their brand identity to ensure it could be easily understood and implemented consistently in each region around the world.

Solution

We believe that, regardless of scale, every brand has a story to tell in order to connect to its audiences. In MediaCom’s case, their brand had been built around people – their staff, their clients, and their clients’ audiences: the public. They all have stories to tell, and collectively, help to tell MediaCom’s story. So our solution was simple: put the people behind the stories first, and let the stories work their magic. To ensure the authenticity of the stories, Rose helped them evolve their tone of voice to become more genuine and empathic to their audiences around the world. As part of the rebrand, to help engage staff and to empower them as the local architects of change, Rose recommended MediaCom build their own image library using reportage imagery taken by their own staff, to capture and represent the stories of their people, their clients, and their clients’ audiences.

Result

Following the repositioning and brand evolution, MediaCom saw a 7% year on year increase in global revenue¹. More importantly, their new brand positioning and identity helped them realise their growth ambitions to become recognised as the number one media agency in the UK, and were crowned Media Agency of the Decade in 2019². In 2023, MediaCom merged with its Group M stablemate, Essence, to become EssenceMediacom.

¹ MediaCom Annual Report and Financial Statements

2 Campaign Magazine

MediaCom

Rebranding the UK’s number one media agency

Client

Brief

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