Technology Adam Graham

Mary Keane-Dawson joins The Marketing Group in global role


By Jennifer Faull, Deputy Editor

July 12, 2017 | 3 min read

Former Ogilvy exec Mary Keane-Dawson has joined The Marketing Group as global chief executive for performance media.

Mary Keane Dawson

Marry Keane-Dawson joins The Marketing Group

Keane-Dawson left Neo@Ogilvy, where she was managing director, earlier this year, saying she wanted to focus on new projects and her consulting businesses.

The Marketing Group (TMG) was created in May 2015 with backing from private equity firm, The Unity Group. It initially sought to carve a place in the market through a "unique" agglomeration model. This essentially meant pulling a set of complementary businesses together under the TMG umbrella organisation, which then floated on a stock market. For the 17 smaller agencies brought in, the promise was the ability to sell shares and gain much needed capital to grow.

It welcomed Adam Graham as global chief executive last November while Don Elgie, the former CEO of Creston, was appointed chairman in February.

However, in the months following it found itself subject to a falling share price amid some skepticism of the model.

In April, it moved to distance itself from the Unity Group - which is now a minority shareholder with no representation on the board - and the agglomeration model which had proven to be so problematic to an acquisition model more in line with that of other holding companies, like WPP, Publicis etc.

Graham told The Drum earlier this year that it is now looking to better articulate its value and "rebuild trust by being credible and trustworthy". In that effort, Keane-Dawson is a key hire having built a formidable reputation in the industry.

“Mary is a highly respected figure in the performance marketing world, with a long list of clients and colleagues who will testify to her talent for taking brands to the next level,” said Graham.

“As TMG further develops its service offering in line with the needs of modern marketers, Mary is the perfect person to drive effectiveness across the network for our multi-national clients.”

Specifically, she has been tasked with spearheading its Performance Marketing division globally, “to deliver cross-agency online marketing strategy and implementation for global brands”.

Keane-Dawson said she was “thrilled” to be joining The Marketing Group, describing the move as a “huge opportunity to build an agile global agency network that puts client performance at its heart”.

“I'm looking forward to helping create a home where entrepreneurs can thrive in building on their agency 3.0 platforms and services,” she said.

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