MCM Media re-launches as Authentic Entertainment and merges with digital agency Igloo.

The re-launched business features a new leadership team with MCM’s executive director elevated to chief executive of Authentic Entertainment. He replaces Simon Joyce who departed MCM last year after five years with the company.

The full release:

“Monday 16 June 2014 – One of Australia’s leading media, entertainment and production companies, MCM Media, has today announced it is re-launching as Authentic Entertainment.

The re-launch also marks a merger with digital agency, Igloo, and a new chapter for two highly successful marketing services businesses.

MCM Media pioneered independent content creation over 30 years ago, while Igloo became one of the first advertising agencies in Australia to focus exclusively on digital platforms.

Bringing together over 50 years of combined experience from the two companies, today’s launch of Authentic Entertainment also sees a new, highly experienced leadership team take the helm, and a new suite of products and services are being developed and introduced to the market.

Authentic Entertainment represents a new type of marketing service resource, combining the content creation capability of a strong media business with the marketing, technology and consumer insight skills of a Digital agency.

“After months of planning, we are delighted to reveal today that these two proud and dynamic businesses, MCM Media and Igloo, have come together to form a new single business identity – Authentic Entertainment. As the name suggests, Authentic will represent an original – a unique marketing resource created with our customers and consumers needs in mind” said John Wardley, CEO of Authentic Entertainment.

“We have assembled a world class team, focused on connecting brands to consumers better than anyone else. Our currency will be great ideas” said Wardley. “We entertain with a purpose…..to create an emotional bond between brands and consumers that is enduring, that is authentic.”

As Authentic Entertainment, the business has an array of dynamic new products under development. Furthermore, the new re-launch sees the introduction of an Innovation Driver team within the business; more content driven client partnerships coming to fruition (such as the recent Rebel Beats app); and a focus on ensuring more strategic alliances and international expansion is on the horizon.