MXM and C3 unite to form the first content-centric global agency network
Managed by a joint global board and delivering shared organisational processes and the best practices of both agencies, clients are ensured central campaign management, delivered locally.
MXM president Georgine Anton will oversee global client management for The Global Content Marketing Network. The partnership’s global perspective and insights addresses three major areas of strategic importance brands face today, including the development of performance-driven creativity, management of content complexity and seamless, real-time, global execution. More specifically:
- Performance-Driven Creativity: The Global Content Marketing Network provides a world-class attribution strategy and real-time marketing analytics that help organisations deliver content at scale.
- Managing Content Complexity: The new alignment delivers personalised content production across all channels through coordinated implementation across regions to minimise client burden.
- Real International Execution: For seamless management, The Global Content Marketing Network clients will have one global contact to oversee central strategy and budget as well as ensure delivery with an appreciation of local culture and language.
As part of the move, MXM and C3 will create a new marketing and innovation lab that will research consumer technology, ad technology and customer insights. The lab will be headquartered in New York and made available to all clients.
“We have in C3 a truly global partner who we can work alongside to develop performance-driven content and manage campaigns efficiently,” said Anton. “Together, we will provide clients with a singular global strategy, easy program implementation and state-of-the-art solutions.”
The Global Content Marketing Network comprises 1,200 team members across 18 offices in nine countries, with unparalleled B2B and B2C expertise and client experience across automotive, CPG/FMCG, financial services, retail, entertainment and tech, in addition to other key client categories. In total, the agencies create campaigns in 27 languages for more than 200 clients, helping manage their engagement with more than one billon customers, as well as managing entertainment communities that total more than 400 million fans.
MXM’s client roster includes Kraft Heinz, Lowe’s, MetLife and NBC Universal. C3 clients include Allianz, Deutsche Telekom, Sainsbury’s and Siemens. The Berlin-based agency also has offices in Munich, London, Hamburg, Stuttgart, Frankfurt, Zurich, Prague, Ljubljana and Lisbon.
“With the increasing demand for content from clients, embarking on this alliance with MXM provides them with the ability to deliver global content which drives results,” said founder and managing director of C3, Lukas Kircher, who will oversee creative and innovation for The Global Content Network. “Between us, our agency compositions, client base and leadership styles are compatible, which means we can move forward together on behalf of our clients seamlessly.”
In addition to Anton and Kircher, The Global Content Network’s global management board is composed of MXM’s executive director of strategy Dan Rubin, who will oversee Strategy, and C3’s managing director Gregor Vogelsang, who will drive the strategic expansion of the network and execute international partnerships.
Meredith Corporation is a member of FIPP.
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