Agencies and start-ups don’t always mesh but Mediacom hopes to change that with the formation of an internal division to work with brands to nurture innovation.
The BLINK unit aims to help marketers identify key innovation trends for their businesses and then partner them with the right entrepreneurs for their challenges. Based in London, the team is headed up Justin Cross (right) and his deputy Chris Anandan (left).
While not a new idea, Mediacom’s initiative attempts to address growing criticisms from both marketers and start-ups that neither are getting real value from partnerships of this nature, with a lack of effort from agencies cited as one of the key reasons.
Josh Krichefski, chief executive at MediaCom UK, said: “This is an extremely exciting launch for MediaCom and one we’ve been fine-tuning for the last few months. BLINK is integrated across all of our divisions to ensure we can deliver innovation which offers real value to our clients."
There’s more pressure on companies to innovate at a time of more paths to innovation than ever before. Companies like Coca-Cola, Visa and Unilever are investing the time and resource to create special working conditions and rules for innovation to hit their commercial targets.