Indrani Sen: Mediacom: Media Network of 2018 at Cannes

25 Jun,2018

By Indrani Sen

 

Last Thursday, June 21, at the Cannes Lions Festival 2018, MediaCom was declared as the Media Network of the year. The win rode on the agency’s UK team’s work for Tesco’s “Food Love Stories”, which got it the Grand Prix for Excellence in Media Planning, while its team in Israel added two Silver Lions and a Bronze Lion for campaigns for P&G’s Gillette. The agency also received eight shortlist nominations (including Bachelor of Shaving Gillette India) and topped the chart as one of the most decorated media agencies in the competition. OMD Worldwide and Mindshare were second and third in the Media Network award, respectively. After falling to Omnicom for the past three years, WPP and GroupM made a big comeback this year at the Cannes Lions.

Stephen Allan, Global CEO of MediaCom has been quoted while commenting on the win “Tesco’s Food Love Stories combines great insight with fantastic business results and demonstrates how our Systems Thinking approach can help brands be both creative and effective in the way they invest their marketing budgets. I’m also thrilled by the geographical spread of our shortlisted work. From Vietnam to India, Australia to Belgium and Israel to Russia, we have ensured our clients get the same high quality of service in every market.” (https://www.exchange4media.com/marketing/mediacom-named-media-network-of-the-year-at-cannes-lions-2018_90675.html)

The GroupM website introduces MediaCom with another quote of the Global CEO: “MediaCom believes everything is connected and that means media agencies must think and operate in a new way. MediaCom is The Content + Connections Agency, shorthand for our unique approach to planning and buying across paid, owned and earned media which optimizes our clients’ entire system of content and connections – not just individual channel silos” (https://www.groupm.com/our-agencies). The Media Grand Prix winner, Tesco’s “Food Love Stories,” won by MediaCom, London (and creative agency Bartle Bogle Hegarty, London) demonstrated this positioning of MediaCom by showcasing application of their media planning skills acrossmultiple platforms.

 

The campaign objective was to highlight the quality of Tesco’s food offerings by sharing customers’ own favourite recipes focussing on building an emotional relationship with the brand and a sense of a shared community. As per the information available on the net, media-mix used for the campaign relied on paid media includinga series of TV ads, paid digital, outdoor (traditional and digital) and radio, plus personalised stories to consumers via data targeting. Outdoor led to in-store sales activation and played a key role in fighting for the market share.  MediaCom used data from YouGov and Kantar World Consumer panel to reach people with low perception about the brand bygeo-targeting them through mobile, online and outdoor. Various owned media, including point-of-sale, recipe cards, email and digital were also deployed.

 

According to MediaCom, the campaign delivered a 53% improvement in quality scores, making “Food Love Stories” Tesco’s most effective campaign ever. As a follow up to the campaign which was launched in 2017, earlier this month MediaCom unveiled fresh stories in an exclusive ad break during ITV’s evening prime time programme “Coronation Street

(https://www.itvmedia.co.uk/news/mediacom-bbh-london-and-tesco-turn-to-itvs-coronation-street-for-the-latest-food-love-stories-communications).  The use of this innovative break has been a first for the channel as well as the advertiser where other advertisers were pulled in for making an effective media buy.

 

Tesco’s “Food Love Stories” case seems to be a rich fusion of traditional and new media using relevant application of technology. All of us, students, teachers and practitioners of media planning would benefit from studying this as and when MediaCom showcases and shares it with industry at large.

 

 

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