Mediahub emerged big winners at recent Effie Awards celebrations across the Americas.

In the U.S., the agency was awarded Silver for its work with Johnsonville and the “Keep It Juicy” campaign. Mediahub was also awarded for supporting work for Change the Ref’s “The Shotline” with MullenLowe.

In Latin America, Mediahub Peru won multiple awards for its groundbreaking work for CPG leader AliCorp, including a Gold for its work for B2B brand Klintex.

Congratulations to our teams on this well-deserved recognition!

To listen to the full interview, click here.

Mediahub U.S. CEO Nicole Estebanell recently joined hosts Olivia Morley and Brian Wieser on the Agency Business podcast for a thoughtful and wide-ranging discussion on some of the key issues facing the industry. She also shares more detail on how she’s investing in Mediahub’s special culture, and continuing to foster a “challenger mindset” as the agency evolves.

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.