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MediaCom Praha s.r.o.

Nadrazni 32 155 00 Prague Czech Republic
+420 234 299400 +420 234 299401

MediaCom Praha s.r.o.

Interview with Petra Pipková, CEO

MediaCom Praha s.r.o.

What problems do you solve for your customers?

MediaCom handles the content and connection planning and buying for some of the world's smartest advertisers. Our work is supported by keen consumer insight, analysis and experience. We are part of the largest communication and media buying network in the world – WPP. We're here to grow our clients' businesses. Every plan we develop, every media negotiation we undertake has to make a difference to a client's business. And a measureable difference too. MediaCom relentlessly pursues media accountability, measuring our success in real business outcomes - not just media outputs - wherever possible. And we're at the forefront of developing new ways of negotiating with media owners, which are moving the industry away from the old adversarial media buy to a future where we can harness the power of media owners on our clients' behalf. So although there are now more communications channels - we lead the industry in content creation and search, for example - media accountability and return on investment remain our success benchmarks.

What makes your company a success (recipe for success)? What are your strengths?

Historically, a media agency’s job was to plan and buy media (TV airtime, space in newspapers etc) on behalf of advertisers. In recent years, the media available and the kinds of messaging that can be used have grown exponentially. Now, instead of “command and control” communication giving information to consumers in a limited number of channels, our clients need to engage in subtle and complex two-way dialogues with their target audiences across an ever-growing range of channels; often now, the consumer is in “control” of this dialogue, and the advertiser responds. At MediaCom we believe our success is due to the fact that we have responded to these changes faster and more effectively than the competition. We believe a media agency has to operate in an entirely new way. So new that we don’t even call ourselves a media agency anymore. We call ourselves The Content and Connections Agency. That’s our shorthand way of saying that we have a unique approach to planning and buying across paid, owned and earned media which can optimise our clients’ content and connections to fuel their business success. Where others offer their clients incremental benefits in a bewilderingly complex world, we offer our clients transformational improvements in communications effectiveness, in a world which we make simple and understandable for them. We take a step back and see the bigger picture, and thereby help our clients understand and optimise the total system of their content and connections and not just the individual channel silos.

In your opinion, what was the biggest change in your industry in the last ten years? How did you react to it? How did you take advantage of it? How did it affect your company?

The biggest change is the shift from a landscape dominated by paid media (eg TV) to one that also includes owned media (eg, a client’s web-site) and earned media (eg, mentions of the client’s product in social media). To give our clients the best possible service in this new world, we transformed the way we work, evolving a new planning process we call 20|20 Connections. 2020 Connections allows us to create brilliantly connected communications ecosystems for our clients, which harmonises all their messaging across paid, owned and earned.

At its heart it has two main principles:

1. We optimise the system not the silo

2. Content is the fuel for high performing systems

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