ADVERTISING & PROMOTION: Agency of the week: MEDIAPOLIS

Eight weeks into Mediapolis, the merged Young & Rubicam and Mediastar media agency, chief executive Bob Offen still has not felt the need to bring out his ‘swear box’. It remains a threat, however. If anybody is heard muttering that ‘that’s not how we did it at Y&R/Mediastar’, they are liable to be fined on the spot.

Eight weeks into Mediapolis, the merged Young & Rubicam and Mediastar

media agency, chief executive Bob Offen still has not felt the need to

bring out his ‘swear box’. It remains a threat, however. If anybody is

heard muttering that ‘that’s not how we did it at Y&R/Mediastar’, they

are liable to be fined on the spot.



In truth, you’d be less likely to hear the Y&R option, simply

because out of the 65 staff only 17 came across from Greater London

House. Mediastar, the Euro RSCG media dependant, was much the dominant

partner in the merger (all three Mediapolis brands in this week’s

Adwatch are old Mediastar clients) and, despite rumblings from a few

senior (and now departed) Y&R people, Offen insists that nothing

sinister lurks behind Mediastar’s dominance.



‘Mediapolis, which started in Paris in 1988, has offices in all major

European markets and in some of those offices Y&R dominated the merger.

Here it happened to be Mediastar.’



He is, characteristically, being modest. After leaving the Colman RSCG

media department in 1989 to set up Mediastar, Offen built up an

impressive media operation whose finest hour was last year’s Microsoft

deal in which The Times was sponsored for a day and given away free. The

deal made news around the world.



Ultimately, he knew Mediastar would be hampered by lack of serious

resource and privately gave the company until 1998 before it became a

minor player.



The Mediapolis operation will enable him to invest in the research and

the people essential to an ambitious media agency.



Its pounds 250m UK-billings (all of Mediastar and all of Y&R’s media

billings, except strategic planning and the negotiation for WCRS’s TV-

buying) put it among the top six UK buying points.



Although Mediapolis has been pitching for business as a merged operation

for about a year, the physical union has taken many months, due to

delays in finding suitable office space Now, working from plush new

offices in Holborn, the gloves are off and Mediapolis - literally ‘the

city of media’ - is ready to climb into the ring.



Bob Offen knows it will be a tough fight. Next year’s ambition is to

grow and to fill some of the gaps on the client list.



With experience in beer, retail and food, Offen’s chaps are on the

offensive. And the man at the top hopes he will not need to dust off his

swear box.



------------------------------------------------------------------------

Mediapolis

------------------------------------------------------------------------

Projected billings (1996) pounds 250m UK, pounds 100m international

Wins (since September 1996)  Iomega, United Airlines

Losses  (since September 1996) None.

Key clients Peugeot, Citroen,

Colgate Palmolive, UIP, Intel, Ericsson, Dairy Crest, Microsoft,

Scottish Widows

Key people Bob Offen (CEO), June Stevens (managing partner), Russell

Boyman (managing partner broadcast), Phil Danter (managing partner

strategy)

------------------------------------------------------------------------



Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers