Willie Pang: “MediaCom’s Competitors Are The Amazons, Googles, Facebook, The Funky Start-Ups”

Willie Pang: “MediaCom’s Competitors Are The Amazons, Googles, Facebook, The Funky Start-Ups”
SHARE
THIS



Willie Pang insists MediaCom’s recent rebrand isn’t a rebrand.

“It’s a re-invention,” he tells B&T over a bottle of red in North Sydney’s famed Rag And Famish Hotel, an easy stumble from GroupM’s Sydney HQ across the road.

In mid-January, MediaCom’s London global mother ship announced a zjooshie new logo (new font, same pink) and a new mantra that was telling clients to “see the bigger picture”. Read B&T’s original reporting here.

It was perfectly scripted and saccharine coated, but what did it even mean?

Pang, 44, who’s headed the local operations as CEO since 2017 put it this way: “Quite frankly, we’ve realised that MediaCom’s competition is quite likely to be the Silicon Valley giants – the Amazons, the Googles, the Facebooks or even the next start-up that has the cool, funky brand.

“And the heritage of the super nova advertising agency, it has to be more modern, it has to have a younger feel. We want to have the conversations that marketers need to have,” he confirmed of the rebrand, again confirming it wasn’t actually a rebrand.

Arguably the problem – and even the Australian MediaCom CEO agreed – is that the agency, and many more traditional models like it, can’t escape its media/free-to-air TV heritage in an age of digital and flippancy.

“Yes, that’s our heritage and something we’re very proud of,” Pang agreed of buying spots on Seven, Nine and 10.

“But we’ve been working hard to reengineer the business and our big thing is that we believe the future is about addressable media and that’s personalisation at scale,” he said.

So what does all that mean? Pang said most brands “buy some TV, some YouTube, maybe some radio and some outdoor”.

And that, he adds, is MediaCom’s “defensible strategic position”.

It’s all about what an agency can do with search and programmatic, he added.

“What the technology does is know when you’re there, why you’re there and it will show and it will entertain you and the fundamental thing about what that does is, it will accelerate the properties that will reduce your wastage and what every creative agencies is doing now is creating bespoke bits of content.

“And that may be a 30-second TV ad or an ad for a website. So the content itself needs to be modular. My job as a media agency is to get all of the plumbing right to help deliver the client personalised experiences everywhere and I need the content to match it,” Pang said.

He confessed that MediaCom has “data on 16 million Australians”, a number apparently only bettered by a certain brand called Facebook.

“Our job is to turn that data into a firehose and stick it into the creative agency so they can get to the insights faster.

“And the second job is when they’ve [the creative agency] created the brand strategy, as part of this reinvention, is to say ‘right, we’ll help you get the right asset, if you can build your content in a modular way, I’ll reassemble it and put it into the channel so I can get the right piece of creative, for the right story, contextually, to get the right outcome.'”

Ultimately, Pang agreed the job of the media agency is to “manage investment smartly”.

“It’s the old chestnut – media investment is the largest line on the P&L but lots of other people on the C-suite don’t care about it because it’s not where the big ideas are,” he said.

“MediaCom’s job is to help the client see the big picture and we want to play a role in helping elevate the way you are looking at the media and how it connects to everything else.

“If you look at what’s going on overall in marketing and media, the facts are that business is hard – and that’s COVID aside – and CMOs are under even more pressure because I think marketing is just getting more complex and that’s where MediaCom comes in; we’re building a new agency for the future.

“Everyone wants more customers but wants to spend less money acquiring them. Sure, they’re age old challenges, but even more relevant now,” he said.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Please login with linkedin to comment

mediacom Willie Pang

Latest News

Highsnobiety Partners With Citizens Of Culture To Help Lead Its Media Partnerships In Australia
  • Media

Highsnobiety Partners With Citizens Of Culture To Help Lead Its Media Partnerships In Australia

Culture-leading publisher Highsnobiety continues to evolve its local operations with the appointment of Citizens of Culture as its strategic partner across media operations within Australia.  Highsnobiety is a premium global brand dedicated to cultural pioneers, with work spanning across digital platforms, print media, documentaries, cutting edge events, a shopping platform and a full service creative […]

Investigation Reveals That Amazon Destroys Thousands Of Dollars Of Unsold Stock, Including Laptops, TVs And Face Masks
  • Technology

Investigation Reveals That Amazon Destroys Thousands Of Dollars Of Unsold Stock, Including Laptops, TVs And Face Masks

An investigation by British broadcaster ITV has found that Amazon is destroying millions of items in unsold or returned stock. The report specifically focuses on one of the 24 warehouses the company has in the UK. According to ITV News, the destroyed items are largely unused and new, either returned items or those which never […]

by B&T Magazine

B&T Magazine
Witchery Partners With GlamCorner To Boost Subscription Shopping
  • Media

Witchery Partners With GlamCorner To Boost Subscription Shopping

Australian fashion brand Witchery has partnered with B Corp GlamCorner as part of GlamCorner’s subscription box offering as the demand for everyday essentials soars. This partnership marks another milestone for the Australian fashion industry towards becoming more circular and introducing more paths to reduce textile waste. Customers nationally will be able to rent more of […]

Curry Club For COVID-19 Relief, Powered By UnLtd, Challenges AdLand To Raise $100,000
  • Marketing
  • Media

Curry Club For COVID-19 Relief, Powered By UnLtd, Challenges AdLand To Raise $100,000

The media, marketing and creative industries are being encouraged to host their own ‘Curry Club for COVID’ before 30th June to help meet the ambitious $100k target set by its organisers. Curry Club for COVID, which was conceived by long-time adtech executive Peter Bray, sales director at Impact, and is powered by industry social purpose organisation […]

by B&T Magazine

B&T Magazine
UnLtd’s ‘Goals for Good’ Soccer Tournament Celebrates 10 Years
  • Media

UnLtd’s ‘Goals for Good’ Soccer Tournament Celebrates 10 Years

The UnLtd Cup is returning for its tenth consecutive year, marking a decade of soccer shenanigans that’s raised nearly $500,000 for children’s mental health charity, KidsXpress. On July 22-23rd, 28 teams from across the industry will battle it out on the soccer field in the two-day tournament at Sydney University Sports and Fitness Centre, Darlington. […]

Mobile Pnone Shopping Online With A Debit Card
  • Marketing
  • Technology

Ultra Commerce Acquires Vesta eCommerce

Australian-bred company Ultra Commerce has acquired New Zealand-based company Vesta eCommerce, a global software business providing leading product data management solutions. The recent acquisition is a significant move for the business, which is Australian born, owned, and headquartered, but has built out a global presence as it pursues rapid growth in the eCommerce market. Connecting […]

Crater Teams Up With Director Luna Laure For ‘Harry’s Story’, Canteen’s Newest Campaign
  • Campaigns

Crater Teams Up With Director Luna Laure For ‘Harry’s Story’, Canteen’s Newest Campaign

Canteen’s latest campaign features the combined talents of Director Luna Laure and creative agency Crater. The campaign strives to raise awareness for young people affected by cancer. The awareness campaign centres around Harry Barentson, who at 12 years of age found out his pregnant mum had cancer. The campaign aims to bring awareness to Canteen’s […]