As part of MullenLowe's merger of its two media agencies under the MullenLowe Mediahub moniker, the agency is launching a global media offering that adds Profero's performance capabilities—which include search, SEO and SEM (search engine marketing)—and international scale to its U.S–based media planning and buying, and communications business.
The new MullenLowe Mediahub Performance capabilities combine the resources at both agencies in the U.S., Europe and Asia. Mediahub Performance has over 140 people across those regions dedicated to the search practice and expects to launch Mediahub and Mediahub Performance in additional markets this year.
Mediahub Performance will be led by London-based global managing director Ross Jenkins, who previously held the same position at Lowe Profero Performance and founded that business in 2007. Other top agency execs involved are Keith Lusby, executive director at Mediahub Boston; Lizzy Hanna and Lavall Chichester, media directors based in New York; Neil Ramsden, U.K. managing director; and Phil Ely, head of media at APAC.They will work closely with John Moore, global president of the merged agency; Sean Corcoran, Mediahub's executive director of innovation; and Jonathan Fowles, Mediahub's chief media officer in the U.K.
Moore underscored the growing importance of performance capabilities and noted that 50 cents of every digital media dollar is spent on search. He said the launch of an enhanced search offering is a defining competitive advantage for Mediahub.
Jenkins concurred, saying, "There's a growing amount of performance marketing pitches, particularly with digital brands. [Clients are] recognizing the importance of specific offerings especially with things like search. This was an opportunity to create something bigger and more powerful [than its parts]." Jenkins added, "Profero is deep into performance marketing. We recognize it's more about smarts than just scale.That's taken us this far, but now there's a bigger opportunity to expose our media capabilities to a wider selection of clients."
Moore said the merged agency, which was announced last May, is already benefiting from cross-selling to clients of each shop. "Our goal is to replicate our [Mullen Mediahub] U.S. success globally," he said. "We're no longer a Boston media shop—we're a media network with a great Boston office."
Mediahub's client roster includes JetBlue, Royal Caribbean, Netflix, National Geographic Channel, VH1, PBS, Match.com, American Greetings, Patrón, Bose and Scotts Miracle-Gro. Profero works with media clients like Western Union and CFA Institute.