MEC Interaction’s hires drive greater focus on Owned and Earned media

10 September, 2010

Appoint new Digital Strategy Director and Social Media Manager 

SYDNEY — MEC, a leading media agency,, today announced that three weeks into his new role as Chief Innovation Officer at MEC, Tim Knight is making his intentions clear; establishing a Digital Strategy Team with complementary skills across Paid, Owned and Earned media.

The Strategy Team will be lead by Guillaume Goudal, known affectionately as ‘G’, who has been promoted to Digital Strategy Director from his previous responsibility as Digital Account Director. ‘G’ joined MEC Australia 3 years ago after transferring from MEC in France. His ability to educate and lead clients has been proven time-and-time again, most notably with the agency’s biggest client Mitsubishi.

Tim Knight, Chief Innovation Officer, said: “The MEC Interaction team in Australia is extremely strong and it’s been a real pleasure getting to know everyone and the work we’re doing. G is a standout performer with an incredible work ethic and most importantly we share a belief: good digital strategy is a journey, requiring a long-term plan against which short-term campaign activity is constantly checked and optimized.”

The latest addition to the team is Luke Ryan, who joins MEC Interaction as Social Media Manager after being awarded the highest honours for his MBA in Digital Marketing in Boston. Luke is an Aussie who has spent the last 4 years in the US completing his masters whilst consulting for MySpace US on Social CRM, working on their mobile platform. He’s also led and participated in workshops and seminars at MIT and Harvard on the future of digital marketing.

Luke Ryan, Social Media manager, said: “At MEC as part of our integrated planning approach we’re managing more and more Social Media campaigns for our clients. Our goal is to form more long-term Social CRM plans and the first step is to ‘listen’ to what the online community is saying. I’m really excited to be working with Tim, G and the entire MEC team.”

Luke will also report to James Hier, Chief Strategy Officer, who will lead the Analytics and Insights team.

With Tim’s experience creating online branded content platforms that entertain, engage and reward participation, MEC is able to include Owned media strategy as part of the overall communications mix. ‘G’ brings the rigor and research into planning across all digital channels building awareness and driving response; and Luke is responsible for providing insights that create deeper engagement with online communities delivering Earned media value for the agency’s clients.

MEC has a client roster that lends itself perfectly to the Paid-Owned-Earned structure. Red Bull are the masters at marrying content creation with clever online distribution; Paramount and Activision also offer fantastic opportunities to entertain audiences beyond the experience of the film or the game itself; Mitsubishi has a number of Owned online assets already in-market; and finally BigW and Dymocks both have e-commerce platforms around which to build community engagement.

For more information, please contact:
Tim Knight
Chief Innovation Officer, MEC Australia
T: +61 2 8356 1677

About MEC
MEC delivers value by creating, implementing and measuring communication solutions that actively engage people with brands.

Media planning and buying ~ Digital media ~ Search ~ Performance marketing ~ Social media ~ Analytics and Insight ~ Sport, Entertainment & Cause ~ Multi-cultural ~ Content ~ Retail ~ Integrated planning.

Our 4,000 highly talented and motivated people work with domestic and international clients in 84 countries. We are a founding partner of GroupM. To find out more, visit us at

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