Magenta isn’t just the splash of color on our logo; it’s the tint of Mediahub’s world vision – the color of the nonconformist living in a black and white world.
Magenta inspires positive change through optimism, creativity and innovation. It isn’t an assault on the Establishment; it’s simply a challenge to embrace a brighter, more colorful vision of the future.
The ink of change and transformation is magenta, and Mediahub is writing the next chapter of our industry in it.
Challenger brands are companies disrupting the status quo and looking for faster, more nimble and imaginative media strategies.
We believe that the media environment has a profound impact on how consumers see your brand, and our media orientation is built around this core belief.
We also believe that digital performance is a critical success factor. As a result, we built a dedicated global practice, Mediahub Performance, specializing in SEM, SEO, digital performance and data analytics.
And since we are aligned with IPG’s Mediabrands, we are backed with global clout and global intelligence.
If you’re a challenger brand looking to break through the competition, or a brand that wants to reinvent how to reach consumers, we are your media shop.
We built a custom solution that combined first- and third-party data signals, consumers’ search behavior, pricing feeds and environmental conditions to serve audiences relevant messaging in real time — but it was not without obstacles. We had to show the Department of Transportation that the fares served were updated hourly to ensure a user could find the same price point on our landing page after seeing our banners. We needed our machine to be more than a custom messaging solution; it had to be a dynamic retail engine. So we developed a custom API which served as a data pipeline combining custom dynamic digital ads that automatically adapted based on the cues we received from our traveler segments. We built a rule-based engine that utilized over 20 custom business rules to determine which of the 1,000-plus creative variation would be the most relevant to the customer.
To create marketing experiences as innovative as the Royal Caribbean ships themselves, we created a statement-making interactive program, “Periscope Live,” smashing together the oldest medium of all time with one of the hottest social platforms. Turning outdoor billboards into live “broadcast” screens, the program enabled culture-seeking New Yorkers and followers of Periscope influencer Dan Moore to dictate the entire Royal Caribbean adventure, both on the ship and on the shore, via live-stream viewing and real-time comments.
TV Land was launching Younger, produced by veterans of Sex and the City, in hopes of catapulting TVL into the hearts and screens of Gen X women. Proprietary research showed 87% of Gen X women try new shows because of social networks or friend recommendations, so our strategy was straightforward: build credibility and create relevance through our target’s social feeds. We leveraged popular influencers on Pinterest, like Moorea Seal and Mai Spy to pin styles from the show, giving us an instant credibility boost. We complemented that with Fifty Shades of Grey conversation - targeting on Twitter that played off the movie with relevant Younger tweets. Finally, Instagram posts featured photos of the cast hanging out in local New York City hotspots, emulating a typical post the target would see in her feed.
With so much travel noise in the Big Apple, we needed to stand out and did so by creating an interactive experience that portrayed a life-sized crewmember demonstrating all the unique benefits of flying JetBlue. Working with a real inflight crewmember, we transformed our stand-out unit into a real-time outdoor billboard.
Through our proprietary study Scout, we discovered that Jimmy Kimmel Live! was our target’s true late-night favorite. Without the need or want for a traditional :30 spot, we were able to work with Kimmel and ABC to create a piece that not only made people laugh, but also creatively brought the brand to new consumers. The piece lived on through social activations and press coverage.
To stand out in the ultra-cluttered spirits category, we knew Patrón could not just surround ESPN’s sports conversation – they needed to create it. We knew our message would resonate with fans if it spoke directly about the teams and moments they cared about and not just tequila. We transformed Sports Center’s transitional unit from a standard :15 into an opportunity to insert Patrón’s voice directly into the sports conversation with real-time commentary. We refrained from canned sports references and instead pushed ESPN to allow our copy to be submitted at the very last second, giving our copywriters a chance to write real-time sports commentary that was the first of its kind and made Patrón matter to fans on a personal level.
Dino Myers-Lamptey Confirmed as UK Managing Director for MullenLowe Mediahub
Mediahub's Laurel Boyd is Ad Age's 'Media Planner of the Year'
Mediahub New York wins Remy Cointreau
Mediahub's POV on Google's Adwords keyword targeting changes
Mediahub's Laurel Boyd Listed as Finalist for Ad Age's New Creativity Awards
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