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MEC Retail launches first-of-its-kind in-store video network

11 June, 2009

MEC unites key content, software providers to create innovative, in-store marketing channel for clients

NEW YORK — MEC Retail (, Mediaedge:cia’s specialist retail practice dedicated to developing leading retail media initiatives, announced today the launch of a first-of-its-kind in-store network designed to enhance the customer experience through engaging, informative content and promotional material. Initially launched on behalf of Pizza Hut, it is the first in-store network developed, built and implemented by a media planning and buying company.

MEC Retail’s approach to in-store video networks puts control in the hands of its clients. Instead of delegating all control and oversight to a third party advertising funded network to install screens and run advertisements, the new system allows clients to manage their own proprietary in-store network content, ensuring an enhanced customer experience through a mix of programming, relevant information and promotional material.

“This program utilizes best practices of today’s in-store video network implementation and Mediaedge:cia’s network of media partners to offer a new, successful approach to consumer engagement,” said David Sommer, Managing Partner of MEC Retail. “The scalable network maximizes marketing spend to deliver an in-store experience focused on consumer engagement and achieving client marketing objectives.”

Working closely with content supplier CBS, digital OOH expert CBS Outernet, software provider YCD, and creative content developer 7ate9, MEC Retail created a functional and scalable in-store video network model. This approach is changing the way clients reach customers via relevant in-store messaging.

“This new system speaks to the changing role of MEC Retail,” said Sommer. “We are not just planning and buying media for our clients, but leveraging relationships to create effective tools that help clients actively engage their consumers to drive business.”

With this system in place, MEC Retail has developed a network that allows for easy, efficient expansion into new markets and real-time content modifications, giving clients the tools they need for program success. 

About Mediaedge:cia
Mediaedge:cia (MEC) gets consumers actively engaged with our clients’ brands, leading to positive awareness, deeper relationships and stronger sales. Our services include brand and consumer insight and ROI, communications planning, media planning and buying, interaction (digital, direct, search), sport, entertainment and cause partnerships, retail consultancy and Hispanic marketing. Our 4,500 highly talented and motivated people work with local, regional and global clients from our 250 offices in 84 countries. We are a founding partner of GroupM, WPP’s media investment management group.

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Acrobat Document mec_pressrelease_retail_jun09_guidfd4e31281ff94291.pdf

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