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Eulogy! is a trusted strategic advisor and true partner to Mediaedge:cia
Nathalie Alfred, Global Corporate Communications Director
Mediaedge:cia
Mediaedge:CIA
Changing perceptions
Eulogy! worked with mediaedge:cia to change it's perception, resulting in the media agency gaining 13 major new accounts in a year and achieving 10 nominations at the prestigious Media Week Awards.
Objective
The company, a founding partner of GroupM, WPP Group's media investment company, identified a need for increased PR support after recognising lingering confusion within the industry about mediaedge:cia, stemming from its founding merger between The Media Edge and CIA in 2001.
Eulogy! was tasked with addressing this out-of-date external perception of MEC, as well as raising awareness within the media industry of a leading agency with a bold vision, strong, independent identity and robust management team.
Description
Processes were put in place to ensure a steady stream of news came out of MEC. The agency was rarely out of the trade press, conveying the full extent of activity at MEC and raising its visibility. At the same time Eulogy! focused on building MEC's relationship with key journalists.
Combined with a strong focus on features, case studies, news analysis and profile opportunities, Eulogy! ensured that MEC was seen to provide expert comment on a variety of industry topics.
Results
- Eulogy! exceeded MEC’s coverage target by 300%
- full-page profile of MEC CEO Tom George in Media Week, and extensive national print and broadcast pieces
- quality, rather than quantity, of coverage made the greatest difference in shifting industry perceptions about MEC
- the media agency gained 13 major new accounts in a year and achieved 10 nominations at the prestigious Media Week Awards.
