Big Interview: Mediacom’s Global CSO Matthew Mee

Big Interview: Mediacom’s Global CSO Matthew Mee
SHARE
THIS



Matthew Mee, Mediacom’s global chief strategy officer, was recently in Australia to help the Australian operation “supercharge” its product offering for 2020 and he took time out of his busy schedule to share his thoughts with B&T.

Mee sums up his role as CSO as business development, providing counsel to clients, and working on product.

When probed on what a product is in a service-orientated business, Mee explains product “could be a way of organising your analytics teams. your insight teams and your data teams into a more integrated client facing whole I call that product”.

Part of Mee’s remit is to work with all the internal people within Mediacom to be more client facing. He also thinks about new areas of expansion and concepts. For example, content creation and optimisation.

“Media agencies tend to think of products as things that resemble tools. Stuff. Increasingly, and I think data is probably a case in point, that’s not product. The product’s the application of that tool, that technology or that capability, in a way which is particularly interesting, unique, compelling for a specific category that they’re working in.

“I think we’ve moving from that period where product is something which comes in a box. That’s generic. That works across everything. To product being a way that you put together components and capabilities for specific client’s needs in a category in a market,” Mee explains.

This is a long way from the old remit of media agencies who just bought the media at scale. Are media agency’s not trying to play in the big consultant’s space?

“Trading asymmetry is no longer the ace in the hole of any marketing services company . . .

“Consulting is an interesting question and I can give you a rude answer: they don’t fucking execute! So, they’re not ultimately accountable. It’s really important. The emergent property of all of this shit is selling some stuff right?

“The second thing is actually that there’s, I think, a huge, huge importance in actually delivering something that is properly integrated. And that service needs to be delivered in a much more flexible way whether this in housing, out housing, whatever? But it’s really, really important.”

Integration is obviously an obsession of Mee’s. Continually he bring the conversation back to systems and integration, moving the whole agency towards much more integrated ways of working using much more integrated, enabling technologies, which ultimately help its clients sell more stuff.

“In 1983, 90 per cent of what I do is buy TV? And your problem was actually selling Twix. Maybe I actually have part of the solution for you. I would have a tendency to think that I had all of the solution for you, because I just did that one thing. But that’s no longer true. “You know, if your distribution wasn’t there, that’d be the fastest way to burn through your marketing budget. In 1983 you could meet a lot of people media agencies, who couldn’t give less of a fuck about your distribution. They were just interested in what you transacted them to do.

“Now I think we have to be much more aware and much more accountable of everything that we do within the wider kind of marketing communications process. Irrespective of how broad our remit is. Otherwise I think you’re in danger of only seeing that much of the picture. That can be a very expensive mistake to make with someone else’s money.”

This holistic approach to marketing communications and a company’s broader business for that matter, could well be something straight out of the martech automation giants such as Adobe, Oracle or Salesforce. Indeed, Mediacom’s sibling business within WPP, Wunderman Thomson, makes a very tidy living integrating such systems as well as providing the creative input.

“Having that kind of applied platform knowledge in our own business the better, and not just our business but the wider WPP is enormously beneficial. Because you’re right. It’s you know, you bought this expensive piece of kit and you can’t make it work. The salesman is going well actually you know that [data management platform] DMP you parked in your garage (like it’s a redundant piece of fitness equipment).

Actually, what you need is you need another one. You now need a CMP. You have the rowing machine, now you need the Nordic SkiMaster.

So, there is value in a lot of those incredible investments, but actually sometimes, sometimes, they’ve kind of happened rather pre-emptively.

“The importance of first party data actually operating in a category where it exists is the kind of first primary question you should ask before you buy the equivalent of the Nordic Ski Master.

Now, I think that’s where we’re kind of getting to now is kind of reverting back kind of going. Okay, so let’s go back to first principles. What have you got? What do we know about where we can create value of its application? Was the sweet spot between the cost of doing this? Because you are still selling Twix for instance, and that’s very different from selling an Audi or a Citroen or a Peugeot. I think they’re all really good, practical strategic questions that possibly sometimes we have already hurried past.”

And why do brands and companies hurry past these important decisions? One of the main reasons for this may lay at the feet of the CMO’s dubious honour of being the shortest tenured of all of the C-suite.

“If it wasn’t so tragic for the people whose careers it’s affecting. For the productivity loss that happens, and I think for the kind of credibility of marketing as a value-creating skill and capability. It becomes one of those interesting paradoxes, right?

“You look at all the evidence and the importance of marketing is more than it ever was, yet there are so few whom seem capable of doing it.”

Please login with linkedin to comment

Matthew Mee mediacom Strategy

Latest News

PHOTOGRAPH BY NIGEL WRIGHT. 
WRIGHTPHOTO1@MAC.COM

THE MASKED SINGER S3. EP5

THIS PICTURE SHOWS: EPISODE 5 REVEAL…MAHALIA BARNES















.
  • Media

Tuesday TV Wrap: Masked Singer Reveal Falls From Monday As Pavlova Is Uncovered

The Masked Singer’s big reveal saw a slight drop off in audience from its Monday night episode, netting an average of 654,000 viewers. That’s a decrease of 49,000 from the previous night where, as you are sure to remember, the dancing pinata was revealed to be Lote Tuqiri. Last night was the reveal of a […]

by B&T Magazine

B&T Magazine
Ray White Unveils New “Proudly” Campaign For Spring Selling Season
  • Campaigns

Ray White Unveils New “Proudly” Campaign For Spring Selling Season

Australasia’s largest real estate agency has released its biggest brand campaign ever. The spring campaign, “Proudly Ray White”, was created to help service the more than 730 Australian offices under the leading group’s umbrella. Spearheaded by Ray White marketing manager Todd Alexander and brand manager David Williamson, the campaign was inspired by Ray White’s rich […]

Channel 7 Reporter Attacked With “Urine” While Reporting!
  • Media

Channel 7 Reporter Attacked With “Urine” While Reporting!

Channel 7 reporter, Paul Dowlsey had an energy drink thrown at him and sprayed with what he thinks was urine, while trying to cover the tradie protest over mandatory vaccines in Melbourne.  Protestors, many donned in the signature tradie uniform of neon yellows and oranges, took to the streets in Melbourne yesterday. Hundreds marched through […]

by B&T Magazine

B&T Magazine
JCDecaux Unveils Mass Digitisation Plans After Snaring Huge Sydney Trains Advertising Contract
  • Advertising
  • Media

JCDecaux Unveils Mass Digitisation Plans After Snaring Huge Sydney Trains Advertising Contract

JCDecaux has announces the successful outcome of one of the largest Out-of-Home advertising contracts in Australia, as Sydney Trains appoints the company as its main advertising partner across the concourses and platforms of train stations for a term of up to ten years. The company, still smarting from relinquishing the City of Sydney contract to […]

The Lab Expands Executive Team With Three Promotions
  • Marketing

The Lab Expands Executive Team With Three Promotions

Leading cultural insights and strategy company The Lab today announced the promotion of three senior staff members to executive positions in its Melbourne and Sydney offices. The promotions follow strong growth for The Lab, with the addition of new clients and the launch of its innovative new artificial intelligence and machine learning division, Lab AI, […]

Booktopia’s Alex Huntley On Partnering With SaaS Platform Freshworks And Tackling The Pandemic
  • Marketing

Booktopia’s Alex Huntley On Partnering With SaaS Platform Freshworks And Tackling The Pandemic

Alex Huntley, Booktopia’s head of customer experience, recently appeared at software company Freshworks’ recent digital CX summit RE:SOLVE. During the summit, Huntley shared his thoughts on future-proofing customer service architecture.Huntley sat down with B&T to discuss Booktopia’s partnership with Freshworks and how it has helped their platform develop. B&T: Why did Booktopia first decide to partner […]

Nestlé Oceania Adds The Edison Agency To Strategic Design Roster
  • Marketing

Nestlé Oceania Adds The Edison Agency To Strategic Design Roster

The Edison Agency has made four new appointments in its Sydney office to service the continued growth across key account The Arnott’s Group and the recent appointment to Nestlé Oceania’s strategic packaging design roster. Over the past 12 months, the culmination of strategic and creative work across the Uncle Toby’s brand and continued growth of […]

SCA Launches Smart Speaker Experience Tom & Olly’s Guide To Lockdown
  • Media

SCA Launches Smart Speaker Experience Tom & Olly’s Guide To Lockdown

SCA has announced a new smart speaker experience for the Hit Network, with Tom and Olly’s Guide to Lockdown. A voice-activated way to get inspiration and information on fun activities that can be done at home, the guide is curated to appeal to a wide audience. Smart speaker users will find a range of ideas […]

IPG’s Reprise Appoints New Chief Product Officer & GM, Client & Commercial
  • Marketing

IPG’s Reprise Appoints New Chief Product Officer & GM, Client & Commercial

Reprise Australia CEO Maria Grivas has announced two new senior positions at the digitally-led performance marketing business that is part of Mediabrands Australia. The appointments are Grivas’ most prominent steps since taking her role in June this year. “At Reprise our mission is to help brands build and accelerate customer flow,” said Grivas. “These new […]

QMS’ Jemma Enright Talks The Company’s Plans For The City Of Sydney’s $300M Outdoor
  • Media

QMS’ Jemma Enright Talks The Company’s Plans For The City Of Sydney’s $300M Outdoor

Back in June 2020, QMS pulled off a major coup, snaring the City of Sydney’s outdoor assets away from rival JCDeceaux in a 10 year deal reported to be worth $300 million. COVID has made the changeover and erection of new street furniture challenging, but here B&T chats with Jemma Enright who joined the business […]

by B&T Magazine

B&T Magazine
Two M&C Saatchi Creatives Talk Making Art To Stay Fresh
  • Opinion

Two M&C Saatchi Creatives Talk Making Art To Stay Fresh

M&C Saatchi creatives Sam Rowlands and Jason Leigh talk about their personal creative pursuits, and how it informs their advertising. Then they decided that, as they hadn’t seen each other in a long time, they’d prefer to interview each other… Sam Rowlands — art director/painter/sculptor/fashion designer (as interviewed by Jason Leigh) Sam forgot about our […]

Opinion

by B&T Magazine

B&T Magazine
Michael Speakman Joins Esports Organisation ORDER As Head Of Commercial
  • Marketing
  • Technology

Michael Speakman Joins Esports Organisation ORDER As Head Of Commercial

Esports organisation ORDER has announced the appointment of  Michael Speakman as its new Head of Commercial. As part of ORDER’s expansion, Speakman will help navigate new commercial opportunities by offering a creative space for brands to connect, level up and deliver partnerships across the gaming ecosystem. ORDER continues to sustain its rapid expansion by appointing a […]