MediaCom Manchester has reported the biggest revenue year in in its history delivered through £130M worth of new business in the past 18 months as well as continued growth from its existing direct-to-consumer dot com clients, who include TopCashback, Hillarys and Tombola.
The creative media agency specialising in digital has also attributed its success to continued innovation in its services. 2021 saw the launch of MediaCom UK’s new first-of-its-kind UK Google Practice, which is headquartered at MediaCom Manchester’s offices in Spinningfields, and led by the Manchester-based team.
It also established its Creative Systems division and continued its successful collaborative approach with other businesses within the MediaCom North Group, digital product studio Code Computerlove and creative agency Cheetham Bell, which enables the agency-businesses to ‘make change’ across the full customer journey from acquisition to onsite optimisation.
To support its growth, more than 128 new appointments were made across the group during 2021, with 61 of these within MediaCom Manchester and almost 30 within the Google Practice. As well as making new hires, there have been more than 100 internal promotions within the group. Its headcount now stands as more than 400.
Paul Cooper, MediaCom North Group COO, said:
“While we can attribute our achievement to the continued expansion of our expertise and capabilities, the exponential shift to dot com commerce during the pandemic has also been significant to us.
“With the breadth of our digital services and unified approach to media, technology and creativity we have been able to respond to the demands of brands that needed to adapt with speed and agility, not only with data-driven media planning and creativity, but with best practice throughout the onsite customer journey.
“Our new Creative Systems division brings together media with data and tech-enabled creativity to drive brand relevance and accelerate growth for clients; while the Systems Intelligence division houses all of the group’s data, effectiveness, insight and technology specialists.
“Business performance through platform development and experimentation delivered through Code further adds to our ability to help clients see the bigger picture, a core ethos that flows through our culture.”
Cooper continued: “Its testament to the resilience of the North West economy coupled with the amazing talent pool we have in Manchester that has been core to our success and growth. We have long been a digital first agency and that coupled with our expertise is building D2C and dot.com business means we have been perfectly placed to grow through the huge consumer shift to digital we have seen in the last 18 months.
Nicola Marsh, Managing Director and Google Practice UK MD, said:
“Our first of its kind Google Practice has had a phenomenal start. By engendering a unique relationship with Google and with a team of experts delivering the very best services, solutions and consultancy we’re already maximising clients’ use of first-data and impacting the whole customer journey to deliver growth revenue for clients. And word is spreading – fast – of the benefits of optimising the Google ecosystem in such a way to drive better business outcomes.
“Building brands in a digital era is about how we’re connecting data in brand platforms to activate and deliver relevancy at the right point of the customer journey. We launched our Google Practice to start to connect people in our business who could answer that challenge for our clients. We’ve done some fantastic work so far and, if we look at the traditional marketing funnel, one of our biggest wins is about how we are operating within the consideration phase and how we are using data to segment audiences and target more efficiently, delivering profitable growth.”
“Our future focus now continues to be on our employees and nurturing the talent we’re so proud of – as we know how vital this is in our success", adds Paul. “We’re continuing to facilitate a culture that is flexible for where people want to work, whether in the office or remotely, based on collaboration and career development through learning. Our diversity policy also remains a central element of our employer values.
“Our culture of People First, Better Results is also being embedded into our new campus that opens next year, as a space for all of our business brands and their teams to thrive.
“As group we’re excited about our future expansion from a combination of recurring revenue from existing customers and the continued addition of new customers and colleagues.”
