MAM
Mediaedge:cia merges 3 units to form MEC Interaction in North America
MUMBAI: One of WPP’s media franchises Mediaedge:cia is merging three of its leading interactive and direct marketing specialist agencies to form one unit — MEC Interaction. The announcement was made by Mediaedge:cia executive chairman Charles Courtier late last week.
The agency’s direct response media planning and buying arm Wunderman Media, online media planning and buying arm The Digital Edge and its search marketing unit Outrider have been merged to form MEC Interaction.
Mediaedge:cia UK chairman and Outrider Worldwide CEO Rob Norman has been named CEO Worldwide for MEC Interaction.
This development will however not have any immediate implications or reflection in India for the time being, Mediaedge:cia India managing director Shubha George informs Indiantelevision.com.
“We have merged three expert businesses to create a specialist unit focused on increasing the productivity of media communications. We have created a single account management structure, unifying the tools and processes,” said Courtier.
Elaborating on the reason behind this move, Courtier said, “Many of our clients need to generate new leads or to generate a direct consumer action that results in deeper engagement or a movement closer to a purchase. They do not live in an on or offline world, they live in a multi channel world that creates actions from every source. They want to make their communications as productive as possible by being able to plan, buy and analyse across all response channels.”
The management team of MEC Interaction will be as follows:
Alan Schanzer will oversee MEC Interaction North America as managing partner
Sarah Hammel will be senior partner and finance director for MEC Interaction
Chris Copeland will be overseeing Search Engine marketing for MEC Interaction as managing partner, Practice Lead
Jeanne Burkle, Maureen McKillop and Jean Scanlon as senior partner, Practice Leads, will manage MEC Interaction’s offline direct marketing specialists
Carrie Frolich and Todd Fraipont as senior partners, Practice Leads for online areas. Frolich will manage MEC Interaction’s online specialists in New York, Chicago and Detroit, whereas Fraipont will handle the online specialty in MEC’s offices in Irvine and Los Angeles, CA.
Greg Rogers as partner, director of insights and analytics, will lead development of combined analytics between all of MEC Interaction’s specialty functions.
Matt Straznitskas as senior partner, director of business development, will manage all business growth and new business opportunities for MEC Interaction.
Alice Minetti as senior partner, director of DRTV buying, will continue to oversee all DRTV buying for MEC Interaction
Dwelling on the reason behind forming MEC Interaction, Courtier said, “Interaction describes exactly what we hope the consumer will do; calling an 800 number, a click on a search link, a visit to a web site, sending us a real mail or an e mail. Interaction creates data streams from those we can measure, compare and optimise. In the same way Navigator helps us define connection points we will also define interaction points like when and how will interaction help us achieve our communications goals.”
MEC Interaction will represent the total capability of all three brands — Wunderman Media, The Digital Edge and Outrider. “We will continue to operate Outrider as a global search specialist and the Wunderman Media brand will be retained, with the full capability of MEC Interaction to maintain our long standing relationship with Wunderman and our shared clients. This unification of expertise enforces our promise to deliver channel neutral planning across all response channels supported by unified consumer insight and analytics,” Courtier said.
Brands
Mana Projects names Ranbir Kapoor brand ambassador amid rebranding
Bengaluru developer unveils new identity focused on design and nature.
MUMBAI: When real estate meets reel star power, the foundation for a new brand story is often laid brick by brick. Mana Projects, the Bengaluru based real estate developer, has appointed actor Ranbir Kapoor as its brand ambassador while unveiling a refreshed brand identity aimed at aligning the company with the evolving expectations of modern urban homebuyers.
The announcement marks a new phase for the developer, which has spent over two decades building residential communities in Bengaluru, particularly along emerging growth corridors such as Sarjapur Road.
The updated brand identity reflects the company’s emphasis on design led living and environmentally conscious development. According to the developer, the new positioning focuses on creating residential spaces where architecture, nature, engineering and lifestyle planning work together to shape meaningful living experiences.
Mana Projects chairman and managing director D. Kishore Reddy said the rebranding represents a natural progression as the company adapts to the expectations of a new generation of homeowners.
“This rebranding represents the natural evolution of Mana Projects as we align ourselves with the aspirations of a new generation of homeowners, particularly millennials who form the backbone of Bengaluru’s dynamic homebuyer community,” Reddy said.
He added that today’s buyers increasingly look beyond basic housing to spaces that combine design, sustainability and a strong sense of community.
“At Mana, our philosophy centres on creating homes where space is purposeful, design is intelligent, nature is respected and engineering ensures long term sustainability. Our association with Ranbir Kapoor reflects this new chapter as we continue to build communities that enable people to truly live brilliantly,” he said.
Kapoor, who has been associated with several lifestyle and consumer brands, said the partnership resonated with his own understanding of what makes a home meaningful.
“A home is one of the most meaningful investments people make in their lives, and it should reflect comfort, warmth and a sense of belonging,” Kapoor said.
“What impressed me about Mana Projects is the brilliance of their thought, the way design, nature and functionality come together to enhance everyday living. I’m delighted to be associated with Mana Projects as they continue to create homes that inspire modern urban families to truly live brilliantly.”
The collaboration will be introduced through a large scale integrated campaign spanning digital platforms, outdoor media and experiential activations, making it one of the developer’s most prominent branding initiatives in recent years.
Founded in Bengaluru, Mana Projects has built a portfolio of residential developments that emphasise thoughtful architecture, amenity rich neighbourhoods and environmentally sensitive planning. The company’s projects often integrate open spaces, green landscapes and energy efficient engineering to support sustainable urban living.
With Bengaluru continuing to attract young professionals and technology workers, the developer believes the city’s housing market is increasingly being shaped by buyers seeking well planned communities that balance functionality with quality of life.
Looking ahead, Mana Projects plans to expand its presence across the city by developing future ready residential projects designed to accommodate emerging lifestyle trends such as hybrid work culture, community driven living and multigenerational households.
By combining a refreshed brand identity with a high profile ambassador, the company hopes to strengthen its position in Bengaluru’s competitive real estate market while appealing to a new generation of homeowners seeking homes that blend design, nature and modern living.
