MDC Partners Forms New Media, Data and Technology Network With GALE

Michael Bassik and Brad Simms will serve as co-chairs, with Bassik as Assembly CEO

Headshots of Michael Bassik and Brad Simms
Michael Bassik and Brad Simms will lead the network as co-chairs.
MDC Partners

MDC Partners is bringing together media, data and technology capabilities under a new network combining MDC Media partners and global data, technology, CRM and addressable content agency GALE. MDC Media Partners includes media and content agencies Allegory, Attention, EnPlay, Trade X Partners, Unique Influence and Assembly, as well as media trading consultancy Varick.

“Today marks the first in a series of actions bringing together the best talent across MDC Partners into collaborative networks for the benefit of our clients, by establishing a new group built around data, technology, media and content,” MDC Partners chairman and CEO Mark Penn, who took over as chief executive in March following Stagwell Partners’ $100 million investment in MDC Partners, said in a statement. “In just five years, Assembly rose from an idea to one of the most lauded media agencies in the country, in large part thanks to its ambitious approach to data and analytics. Today, we are taking the next step to enhance and complement that offering, creating a truly progressive solution for marketers as creative and content take on more digital applications and media trends toward addressability.”

The global network will include offices in New York, Detroit, Los Angeles, Austin, Toronto, Singapore and Bengaluru and combine services across media strategy, planning and buying with data, analytics and trading expertise, CRM specialists, data scientists, technologists and content creators to form a multi-disciplinary team of over 600 employees.

The network will be led by MDC Partners veteran Michael Bassik, who most recently served as CEO of MDC specialist network Yes and Company, and GALE founder and CEO Brad Simms, who will serve as co-chairs. Bassik will also succeed Martin Cass as CEO of Assembly and MDC Media Partners.

“I’m honored to join this talented team and to leverage their significant investments in media, data and technology to drive even better business outcomes for our clients,” Bassik said in a statement. “There is no better time to align with GALE to create a close-knit offering that can work across all channels to act on informed and powerful insights, strengthen our legacy of innovation, and create the measurable, transparent, and quality impact that clients deserve.”

GALE was launched in 2014 as an agency/consultancy hybrid specializing in CRM, loyalty, marketing transformation, and addressable communications. It currently has offices in New York, Singapore, Toronto and Bengaluru.

“GALE was built to help brands connect with people through data-driven insights and addressable creative,” Simms added. “Too many agencies are operating in their own bubbles, confined to siloed business models that no longer work in the clients’ best interests. This alliance will help us bring even deeper expertise to clients in service of this mission. As a fulsome offering, we form a strategic and executional team that can enhance the power and performance of brand marketing and media across digital and traditional channels.”

The news follows Seth Gardner joining MDC Partners’ executive leadership team last month as COO.