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MediaCom North to serve as 'an extension' of Pentland Brands as lead media agency


By John McCarthy | Opinion editor

April 10, 2018 | 3 min read

Pentland Brands has brought aboard MediaCom North as its lead media agency as the fashion holding group continues to streamline its agency partnerships and bring talent in-house.

Pentland Brands

Pentland Brands owns Speedo, Mitre and Berghaus

MediaCom North will work with Pentland Brand's considerable in-house creative team across the suite of brands including Speedo, Berghaus and Ellesse. It is charged with leading the planning and buying for online and offline marketing efforts across the globe - particularly with Pentland products available in 190 countries.

Earlier this year, Pentland Brands global marketing director Sean Hastings talked The Drum through the group's consolidation efforts as it looks to reduce massive retainer fees by bringing creative talent in-house and working with a few specially selected partners.

On hiring MediaCom North, Hastings, said: "This is a significant appointment in building Pentland’s group agency roster. It’s an important partnership that will help our brands better understand and reach their consumers, in order to grow our business.

“Beyond their technical capability, a big reason we selected MediaCom North was their people first approach being a good fit with the Pentland’s culture. Our account team has already been set up for us covering specialist expertise in a variety of areas from digital paid media to research and analytics.”

Paul Cooper, group managing director of MediaCom North, added: "We aim to be more than just an external resource, we will be an extension of the Pentland team. Our agency prides itself on providing genuinely collaborative ways of working.

"The opportunity to work on such a wide range of global brands, devising and delivering creative marketing campaigns across paid, owned and earned channels is extremely exciting for everyone involved. This is a great example of another global client, coming to Manchester because the skillsets we have are the best in the UK, to deliver the business objectives.”

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MediaCom North

MediaCom UK, a branch of the larger MediaCom network comprising 4,600 people in 116 global offices, provides business-building media solutions for a client roster which includes audi, great ormond street and glaxosmithKline. recently it has welcomed new clients such as Mars (galaxy), visitnorway and nuffield Health as well as retaining business with visitengland, Coutts and soda stream.

In March 2012 MediaCom announced changes to its agency structure, launching the Manchester- based i-lab department. this specialist digital division is headed by Paul Cooper from Brilliant Media – acquired by MediaCom in december 2011 – and centralises MediaCom’s search, social and digital departments.

Stefan Bardega was this year appointed as head of mobile and innovation. the new role includes leading strategy development, creative and content build, media buying, and technical consultancy, making mobile an integral part of the business. as part of his innovation remit stefan’s focus is to continue to drive innovation through developing new models, services and products.

Other key hires include nick Cohen, former BBC commissioner for factual and arts multi- platform projects. Cohen joined in June 2012 as UK head of MediaCom Beyond advertising, the division that specialises in mobile, social media, events, sponsorship, search engine optimisation and digital creative.

Louise Peacock also joined in June as digital director. She was previously head of digital, P&G at starcom and her new role at MediaCom is to lead the new win of sky’s digital account as well as focusing on digital operations across the business.

a particular highlight this year for MediaCom uK came from a partnership with facebook deals. following the deal, the agency persuaded alton towers, an established client, to embark on a campaign which would see it open the season a day early and allow anyone who ‘checked-in’ via the facebook deals app to enter the park for free. over 5,500 people signed up, creating 586,613 ‘earned’ impressions and resulting in PR coverage worth more than three times the media budget.

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