Category: Uncategorized

Congrats to our U.S. team and Radical + Disruptive Lab for taking home two MediaPost Planning & Buying Awards!

• Best Audio Campaign: Two Generations, One Beverly Hills Cop for Netflix
• Best Creative Campaign: Playing Again with Squid Game Season 2 for Netflix

Huge thanks to our clients at Netflix for trusting us to bring these bold ideas to life, from using Uber delivery robots to sing the Axel F theme song to power slaps with the iconic Squid Game pink guards.

Check out the full list of winners and read more about the work here.

A new global study conducted by Mediahub, Snapchat, and attention measurement leader Amplified Intelligence reveals the outsized influence that media platform selection and creative choices have on driving consumer attention and business outcomes. In particular, tapping into “consumer happiness” and choosing digital platforms and ad creative that cultivate and reinforce that feeling, can help brands more effectively translate good vibes to strong sales.

The study utilized eye-tracking technology and facial recognition to measure attention and emotional responses to ads from 14 brands in five markets – the U.S., UK, Australia, France, and Saudi Arabia – across various digital platforms. The results showed a direct correlation between attention and happiness: ads that capture more active attention are more likely to evoke positive emotions in viewers, thereby, facilitating stronger business outcomes.

KEY FINDINGS:

• Platform context is a key driver for attention – for example, Snapchat’s environment of positivity enables its unique video and AR formats to capture 5x greater active attention than peers.
• Attention and happiness are correlated: High attention creative executions had +1.3x happiness scores compared to low attention creative executions.
• The most effective creative executions that drove happiness spoke to human needs and desires, i.e. messaging related to personal and financial security, building anticipation towards a joyous moment, or fostering a sense of belonging.
• Following creative best practices are crucial: Ads that speak to human needs and desires, are “sound on”, and tell a story are more effective in driving attention and happiness, and thus, business outcomes

“We’ve long known that attention metrics are an important quality indicator for consumer engagement and business outcomes. By better understanding variables, like platform context, that contribute to consumer attention in social video environments, marketers can craft more effective campaigns that deliver on their business objectives,” said Ed McElvain, Chief Product Officer, Mediahub

“As attention gains more momentum among marketers, understanding what drives it, and how to capture it effectively, is key. This study confirms a strong link between users’ state of mind on Snapchat and the attention they give to content, especially ads,” said Aarti Bhaskaran, Global Head, Research & Insights, Snapchat. “We know that consumers come to our platform to connect with friends and family, putting them in a happier mindset, and this study validates the relationship between this mindset and the high attention that Snapchat garners. “

The study’s findings have significant implications for brands seeking to maximize their advertising impact. By understanding the unique characteristics of a social platform and developing creative strategies that align with the platform’s user experience, brands can achieve greater attention, engagement, and positive outcomes.

Read the full report here.

Pioneering electric car brand Smart Europe has appointed Mediahub to handle its European media planning and buying account.

The account covers 11 markets across Europe, including the UK, and forms part of a new agency set-up for the brand across media, PR, creative, production and social media.

Wolfgang Würth, director of marketing and communications at Smart Europe, said: “Both the automotive and media industries are changing rapidly, and we at Smart are actively shaping this change. Our marketing and communications activities are now more integrated than ever before and driven by the passion of our in-house team and our agency partners. This co-creation forms the foundation for Smart’s continued growth in Europe. Together, we bring our brand claim ‘Open your mind’ to life and create memorizable and unique moments for fans and customers in Europe.”

We’ve done it again! Congrats to our U.S. team on winning Media Team of the Year at the Campaign U.S. Agency of the Year Awards – marking the fourth time (in five years) that we’ve received this honor. Mediahub’s Team NBA took home the hardware for helping the league drive its game forward, from Tip-Off to Postseason. No trick plays – just the right mix of talent, pioneering spirit and strategic vision.

Congrats to the entire team and thank you to our clients at the NBA for their support! Read more about the team here and check out the full list of winners here.

Mediahub UK is excited to announce the appointment of Tom Casswell for the new position of Client Partner.

Bringing expertise from his tenure at T&Pm, Tom joins Mediahub’s journey in piloting client-focused media strategies that drive growth and effectiveness.

Following a run of recent wins, including Kraken, Hasbro and Nord Anglia Education, Mediahub continues to redefine the media landscape through its More Pilot, Less Auto positioning.

 “We’ve always believed that media should be led by people who make bold, informed decisions. As we grow, bringing in individuals like Tom, who blend strategic insight with a deep understanding of the human element in media, is essential. His experience will be invaluable in helping our clients navigate complexity and elevate their brands to new heights,” said Yasemin Worrall, Chief Client Officer, Mediahub

“Mediahub’s dynamic team and bold approach to media create an inspiring environment for delivering tailored, human-led solutions that truly move the needle for clients. I’m struck by the scale and clarity of ambition the agency has, and I’m excited to help the agency grow its clients and its people to deliver on that ambition.” says Tom Casswell, Client Partner

Following a competitive pitch, multi-national healthcare and pharmaceutical giant iNova, has appointed Mediahub as its agency of record in New Zealand. In New Zealand iNova is known as Radiant Health NZ.

The agency’s remit will encompass full funnel strategy, planning and buying across all channels for Radiant Health NZ’s brand portfolio. Mediahub Australia has been iNova‘s media agency of record since 2018.

Sue Squillace CEO ANZ Mediahub said adding Radiant Health to the agency’s NZ client roster was further testament to its ability to strategically partner with multinational brands wherever they are located: “Our trans-Tasman offer is a significant drawcard for brands operating in both markets, enabling them to can take full advantage of Mediahub’s proprietary tools and the skills and capabilities of teams on both sides of the ditch.

“We are incredibly excited to add Radiant Health to our growing list of clients benefiting from our trans-Tasman model. We look forward to sharing knowledge of iNova’s success in Australia and working with the Radiant Health team at this pivotal time in their growth trajectory.”

Michelle Scurr, marketing manager, Radiant Health NZ said: “Agency partners who show a genuine understanding and enthusiasm for your brand during the pitch phase often evolve into trusted collaborators. From the outset, it was clear that Mediahub’s NZ team had the expertise and resources to bring our brands to life, challenged us to see differently and added an extra layer to our strategies. Additionally, their shared culture and drive for success made them the agency of choice.

“I have no doubt our partnership will be successful, and I am excited for what we can achieve together.”

Hugo Winter GM Mediahub, New Zealand, said: “We can’t wait to further demonstrate Mediahub’s seamless ANZ capability and help Radiant Health achieve its ambitions.

“Our strength lies in offering our clients tailored experiences in both markets; they receive cutting edge media solutions with proven effectiveness and audience first planning at their core and we look forward to the seeing the benefits of this thinking translated to sustainable growth for the Radiant Health’s brands.”

Strategy and planning are already underway with the first campaign expected in market soon.

Little Caesars has tapped Mediahub as its U.S. media agency of record after a competitive review process managed by JLB + Partners and AMI + Partners. This appointment marks a significant win for IPG Mediabrands, building on its recent success in securing the $309 million U.S. media account for biotech giant Amgen.

As the NFL’s official pizza sponsor, Little Caesars brings substantial investment to the table, with a U.S. media spend of $138 million in the first half of 2024 and $205 million in 2023. Combined with Mediahub’s Radical and Disruptive Lab, this partnership is set to deliver fresh insights to elevate Little Caesars’ media strategy.

Greg Hamilton, Chief Marketing Officer at Little Caesars, commented, “Mediahub’s depth of experience in the media space combined with their focus on emerging strategies and tactics to drive growth will be a great asset to our brand.”

Read more in Ad Age here.

Mediahub, an IPG Mediabrands agency that propels brands through a challenger mindset, today announced the appointment of Nicole Estebanell as its new U.S. CEO. Estebanell steps into the role after serving as Global Chief Client Officer at sister agency, Initiative, for the past two years.

Over the course of her 25+ year career in media and marketing, Estebanell has led transformation across global accounts. As U.S. CEO, Estebanell will be charged with furthering Mediahub’s position as a top media agency, overseeing its U.S. based client portfolio inclusive of leading brands like Chipotle, Netflix, the NBA and Ulta Beauty, and spearheading its next phase of growth.

“As the media landscape continues to grow in complexity and brands increasingly seek connected, data-driven capabilities, we sought to identify a U.S. leader with a dynamic breadth of experience,” said John Moore, Global CEO of Mediahub. “Nicole brings just that to the table, having helped deliver innovative, creative solutions for some of the world’s most iconic brands. I can’t think of a better person for the job.”

Estebanell’s passion lies at the intersection of media, technology, and culture, where she has spearheaded award-winning work with a focus on driving tangible business outcomes. Her leadership combines sharp strategic insight with emotional intelligence, fostering a culture of community and excellence. Estebanell is a regular on the industry speaker circuit, having taken the stage at Advertising Week New York and Cannes Lions, and has been honored some of the top accolades. She joined Initiative as it was being awarded Ad Age’s 2023 A-List Media Agency of the Year and is a recipient of She Runs It’s 2021 “Changing the Game” awards.

“I’ve long admired Mediahub given its status as the challenger agency within the IPG Mediabrands network, made even stronger by the backing of Interpublic,” said Estebanell. “John and the team have consistently delivered boundary-pushing work while nurturing a culture of innovation like no other. I’m excited to build upon that work while maintaining what makes it such a special place to make Mediahub soar to new heights.”