Mediaedge:cia rebrands as MEC

With its shiny new name and logo, MEC celebrates not only a new direction, but a Mediaweek Media Plan of the Year award for its Royal Canadian Mint campaign.

Marking another step forward in its evolution as an agency, Mediaedge:cia has rebranded as MEC, a change that has been implemented across its global divisions.

Although the change has been underway for six months, it was only officially unveiled to clients this April, MEC president Bruce Neve tells MiC. To mark the change, the agency created a 40-page hardcover book (Are You in Control Enough to Let Go?) to send to its clients, outlining its philosophy on consumer engagement.

Outwardly, the new philosophy is primarily reflected in the new name and logo, which retains the tri-colon wordmark that previously separated the Mediaedge from the CIA. The ‘three dots’ represent both the fact that MEC is an integrated agency (of both traditional and digital media) and the new vision guiding MEC forward, Neve explains. Three-three-three is being considered as an influence to planning strategy (for instance, evaluating brand communications on a three-influenced schedule, such as three weeks, three months, three years) and there is an increased focused on measurement by way of ‘paid, owned, earned.’ Data and analytics will also be an increased focus at the agency, he says.

‘We certainly see that data and analytics are going to be more important to what we do moving forward, so it does reflect, and will reflect, on the type of people that we hire and the skill set we’re going to expand on in our agency,’ he explains.

Neve was also happy to report that, as of yesterday, MEC learned that it had won a Mediaweek Media Plan of the Year Award for its work on the Royal Canadian Mint’s Olympic coin campaign, in the category ‘$1 to $10 million, focus on TV.’ It’s a significant win for the agency, he said, because the campaign embodied the changes that are now being implemented.

‘This particular case demonstrated that we negotiate sponsorship, we create content and we’re integrated with PR,’ he says. ‘It’s highly digital and it engaged consumers. So we’re very proud of that.’

Creative on the Mint campaign was handled by Young & Rubicam Toronto and PR by Hill & Knowlton.