MCN transformation: Announces new structure and advanced ad team

• Advertisers promised review of Foxtel ad loads leading to greater impact

Multi Channel Network (MCN) has announced a complete transformation of the company’s structure, with the launch of a new customer-centric model, including a new Advanced Advertising Team dedicated to help advertisers win in the so-called attention economy.

MCN has also announced a complete re-brand of the business is to follow.

The new structure, which will be rolled out over the coming months across MCN’s Sydney, Melbourne and Brisbane offices, will integrate its sales functions, reposition its channel partner model and place a stronger focus on servicing advertiser relationships.

MCN said the new structure will provide a more nimble and efficient service experience, plus accelerate integration partnerships between channel brands and advertisers. It will also provide advertisers with innovative ways to reach customers through a complete overhaul of ad loads across all screens, ultimately delivering a more impactful advertising experience.

MCN will soon announce the appointment of key executives to implement the changes.

The new structure will include:

• An integrated TV and digital agency sales group structured via agency patches, which work with an all-screen focus to provide a more holistic service. This group will manage advertising opportunities across MCN’s TV, Digital and DOOH network for each agency and their clients to ensure more effective cross-platforms solutions.
• A brand partnerships group dedicated to supporting MCN channel power brands. This group will be fully embedded into the frontline sales structure, ensuring MCN provides faster content-led responses to market.
• An internal centralised trading group to underpin the sales team and provide a fast and efficient transactional sales service for all MCN assets. MCN’s TV and digital operations teams will also be integrated to better support the centralised trading and sales team.
• A dedicated advanced advertising team tasked with innovating advertising models and platforms in collaboration with Foxtel and agency partners. The team will provide more effective advertising opportunities to agencies and clients to help generate cut-through in the attention economy.

The MCN Sport team will continue to operate as best practice in market to help brands better connect with consumers across multiple touchpoints.

MCN CEO Mark Frain said the announcement of MCN’s new structure was only the beginning of a number of exciting changes the business was looking to make over the coming months.

“MCN has a strong track record in breaking new ground and leading the industry, and shaking up our structure is another major step on that journey,” he said. “As MCN enters a new era, we’ve taken the opportunity to take a step back, listen to the needs of our agency, channel and client partners and completely rebuild MCN’s organisational design.

“The structure we’ve developed provides them with a better, smarter and faster advertising experience, which is critical in today’s media landscape. It’s a more holistic approach, which equals deeper, long-term premium brand partnerships, plus more efficiencies, so we can operate at the speed of our customer’s business.

“It also means MCN can better connect Foxtel’s innovative content brands and channels with advertisers, as well as strengthening how the business works with agency partners. While integrated screen sales sit at the core of the new model, the focus on embedding dedicated client and brand partnership teams into the sales function means MCN can now progress a brief response from ideation through to campaign implementation via the one team.”

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