GroupM-owned agency MediaCom has launched its own global sports sponsorship and entertainment division, MediaCom Sport & Entertainment.
Established eight years ago, MediaCom’s global Sport & Entertainment division now operates with hubs in North America, EMEA and APAC, helping clients drive partnerships with talent and sport & entertainment platforms.
The full-service business, ranging from strategy to activation and measurement, will now operate out of Australia, with plans to add to its global client list that includes Toyota, Coke, American Airlines and Subway.
Recently promoted MediaCom Sydney managing director Ben McCallum will run the agency. To accelerate this new offering, MediaCom will also partner with WPP AUNZ’s Prism, the holding groups larger sports marketing division.
The move ties in with the recent announcement from Prism, which will see the agency expand its presence in Australia, with the agency appointing former QMS sports sales director Shannan Quinn to the role of MD.
"Our relationship with PRISM will focus on making partnerships work within a client’s overall media investment portfolio as a 'system', and also allow access to technology and data in order to ensure that marketers gain as much value as possible from their partnerships," MediaCom CEO Willie Pang says.
“I have no doubt that by bringing together the best of MediaCom, GroupM and PRISM, we are creating a market leading Sport & Entertainment offering that will be a formidable player in the market.”
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