MullenLowe Group fuses Mediahub and Profero Performance under MullenLowe Mediahub banner

MullenLowe Group has announced today the fusion of its two strong media entities, Mediahub and Profero Performance (the media planning and buying group within the integrated digital agency MullenLowe Profero), to create a global media shop under the MullenLowe Mediahub banner. Related to this integration, Mediahub will launch a global search and performance media offering called MullenLowe Mediahub Performance. MullenLowe Profero continues as the rapidly-growing digital creative and technology offering within MullenLowe Group.

As a result of this reorganization, MullenLowe Group now has a global, unified, full-service media capability under the MullenLowe Mediahub name with over 350 people in 12 offices worldwide. Mediahub is a strong blend of creatively driven and innovative media planning, insight-driven communications planning and strategy, large-scale buying power fueled by its affiliation with IPG Mediabrands, and best-in-class search and performance capabilities on a global scale. The merger also means MullenLowe Mediahub now has a strong presence in the two largest U.S. media markets (New York and Los Angeles), as well as in key European and Asia-Pacific markets, including London, Singapore, Sydney, Tokyo and Shanghai.

The MullenLowe Mediahub Performance capability combines the SEM, SEO and performance media talent at Mediahub and Profero Performance to create a global digital media offering tied to diversified client engagements. Mediahub Performance has over 140 people across key regions, including the U.S., Europe and Asia. The agency expects to launch Mediahub and Mediahub Performance in several additional markets during the remainder of 2016.

Under John Moore (above, left), global president of MullenLowe Mediahub, the new Mediahub Performance offer will be led by Ross Jenkins (above, right), global managing director, who will be based out of London; Keith Lusby, executive director at Mediahub Boston, Lizzy Hanna and Lavall Chichester, media directors based in NYC; Neil Ramsden, UK managing director; and Phil Ely, head of media in APAC. They will work closely with Moore, Sean Corcoran, Mediahub’s executive director of innovation, and Jonathan Fowles, Mediahub’s chief media officer in the UK.

Says Moore: “Fifty percent of every digital media dollar spent is in the area of search, so, naturally, a large-scale performance capability is critically important to our ongoing growth and competitive positioning. MullenLowe Group opened the door to a perfect opportunity for Mediahub and Profero to combine their symbiotic talents, proprietary tools and geographic footprints into a significant, holistic, global media offering. We see this as a huge benefit for existing clients, an opportunity for us to be highly competitive in global new business, and as a terrific avenue for our employees to expand their horizons.”

Says Jenkins: “When we sat down to talk about how we might create a more powerful media entity within MullenLowe Group, it was clear that the two offerings – Mediahub and Profero Performance – had highly complementary attributes; we significantly add to each other’s footprint, capabilities, tools and people. Also, culturally, it is a very natural fit. By fusing these two groups together, we’ve created a more potent, contemporary offer; a global media agency with a challenger mindset that is able to deliver breakthrough thinking across the full range of media.”

MullenLowe Mediahub services a diverse group of client brands, including Scotts Miracle-Gro, JetBlue, Royal Caribbean, Netflix, Match.com, Shinola, T. Marzetti Company, Fujitsu, Western Union and CFA Institute. Mediahub has demonstrable momentum, having won the consolidated North American Lenovo media assignment and the Duke Energy media AOR relationship in recent weeks.