MediaCom undergoes repositioning after US P&G loss

Ian Darby,, Campaign 20-Jul-04, 11:00

LONDON - MediaCom has hit back at the loss of its Procter & Gamble North America planning account with a global repositioning.

The agency, which also faces an uncertain future as parent company Grey is up for sale, has relaunched with the line "People First, Better Results".

MediaCom's previous UK positioning, "Closer to Clients", will be dropped in favour of the new focus on people achieving better results.

The positioning process, carried out internally by MediaCom Worldwide, has also resulted in a new logo and a website that will launch later this summer.

Alexander Schmidt-Vogel, chief executive of MediaCom Worldwide, said: "Our business is a people business. MediaCom understands the people, the consumers and customers that we reach through our media campaigns, better than anyone else. This enables us to achieve better results for our clients."

Last week, MediaCom lost its share of P&G's North American planning business, which was consolidated into Starcom MediaVest Group and Carat. Media Planning Group also lost a small chunk of the business.

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