MAM
Mediaedge:cia rebrand sponsorship division
LONDON: WPP’s Mediaedge:cia (MEC) has created MEC:Sponsorship as the specialist sponsorship consulting division of MEC.
The global media communications specialist is looking to reinforce its commitment to providing clients with a holistic communications service. Building on the success of its UK operation, MEC claims to have accelerated the growth of the sponsorship business with the newly christened division.
Specialising in strategy, negotiation, management and activation across all forms of sponsorship, MEC:Sponsorship which was formerly known as Total Sponsorship will work in partnership with MEC to deliver insightful and innovative solutions for new and existing clients worldwide.
MEC:Sponsorship managing director Jeremy Clark said, “In the past two years, we have doubled the size of the team in the UK as a result of the changing media environment and increasing demands from clients for sponsorship expertise. We hope that this re-branding will help to stimulate additional interest among clients for an independent sponsorship consultancy service that is wholly focused on maximising the return on their sponsorship investment.”
MEC UK chairman Rob Norman added, “Our sponsorship division has clearly demonstrated its ability to add value to our clients. It is a live symbol of our group’s commitment to communications planning and implementation. The brand change from Total Sponsorship to MEC:Sponsorship will enable more MEC clients to take advantage of the services that are on offer.’
MEC:Sponsorship recently created Norwich Union’s Do the right thing campaign, using its sponsorship of UK Athletics as a platform to assess and address the decline in physical activity among children across the UK. The company also runs Visa’s Olympic leverage programme across Europe. In addition it has managed broadcast sponsorships for Sony Ericsson and Schwarzkopf.
MAM
Promotedge marks 11 years with expansion into D2C and performance marketing
Kolkata-based agency strengthens global footprint and launches new platforms.
MUMBAI: Promotedge has spent 11 years quietly building momentum and now it’s ready to take a much bigger leap. The Kolkata-based integrated marketing and branding agency, founded in 2015, has completed 11 years of steady growth, evolving from a local creative firm into a full-service marketing partner with a growing international presence. With operational hubs in the US and Canada through its platform PromotEdgeDigital, the agency now serves clients across India, the US, Canada, Australia, and the Middle East.
Over the past 11 years, Promotedge has partnered with more than 200 businesses across diverse industries. Guided by its “Digitally Desi” philosophy which blends cultural insight with data-driven execution, the agency offers end-to-end services including web solutions, digital marketing, creative design, brand planning, and audio-visual production.
In its eleventh year, the agency made significant strides by developing branded IPs and content series for the automotive and industrial sectors, creating audio-visual content for international sporting bodies like the Fédération Internationale de Volleyball, and strengthening its performance marketing capabilities, particularly on quick-commerce platforms such as Zepto, Blinkit, Flipkart, and Swiggy Instamart.
To further boost its D2C focus, Promotedge has integrated the operations of Fizzle Digital into its performance marketing division, now led by founders Avi Saraf and Jhalak Agarwal. The agency continues to serve B2B clients in sectors like steel, energy, engineering, and infrastructure.
Beyond traditional services, Promotedge has introduced new platforms. DesiMachines is an online marketplace for heavy engineering and construction equipment, supported by two financial institutions and six top OEMs. The agency also launched Pexora, a joint venture with Prodigy focused on workspace design, branding, experiential marketing, and Digital Out-of-Home (DOOH) solutions in Eastern and North Eastern India.
Additionally, Promotedge nurtures The Trip Space, a boutique travel brand that curates personalised, luxury journeys for high-net-worth travellers.
Promotedge CEO Saurav Agarwal said, “PromotEdge has always been built with a long-term vision. Our goal is to develop capabilities that provide long-term value to our clients.”
As it approaches its 12th year, the agency plans to expand its global clientele, deepen D2C and performance marketing capabilities, invest in AI-enabled solutions, and strengthen its platform-led initiatives.
From a modest start in Kolkata to building platforms and partnerships across borders, PromotEdge is proving that smart, culturally rooted marketing can travel far and deliver real impact. The agency is clearly gearing up for an even bigger chapter ahead.
