MediaCom | Agency Profile, Contacts, AOR, Client Relationships

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Campaign Imminent: Dell expands relationship with Epsilon for loyalty program launch (Score 55)

Following the press release).

We don't know when the new loyalty program will release, but sellers should start reaching out to media AOR since 2007 MediaCom to stay top-of-mind. Overall spend for the company has decreased, likely as a result of them focusing more highly on personalized initiatives and high ROI, so sellers with high ROI engagement methods for males will have the advantage. Their spend typically spikes during Q2 and Q3, but is high year round.

iSpot reports a YTD national TV spend of $36.9 million on male-skewed, sports-focused programming (see targeting right). Spend in the same timeframe of 2017 was $54.4 million, full 2017 spend was $69.1 million and spend in 2016 was $67.9 million.

Pathmatics reports a YTD digital display spend of $14.1 million, a decrease from the $32.4 million spent in the same timeframe of 2017, a full 2017 spend of $37.5 million and a 2016 spend of $48.1 million. Ads are typically placed direct (about 85%) onto sites like youtube.com, wikia.com, dealnews.com, mashable.com and nexusmods.com.

From Q1 2017 to Q1 2018, out-of-home decreased from $2.2 million to $1.7 million, while search increased from $ million to $1.1 million, print increased from $14.4 million to $15.6 million and radio increased from $489,251 to $735,832 (per Kantar). 

Agency & martech readers -- Allison Dew has yet to review agency relationships, so media agencies with technology experience should keep pressing work for work. As noted, MediaCom has handled media buying and planning since 2007, well past average agency tenure (3 to 4 years). Creative is handled by Dell's in-house creative team Dell Blue. We do not know who handles digital, social, etc. Focus pitches on the aforementioned shift to personalized communications and high ROI. 

You can view recent personnel shifts at Dell here.