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MediaCom names first global leader for social media technology

28 February, 2011

Ivan Fernandes to deliver even greater understanding of digital consumers

MediaCom has named Ivan Fernandes as Global Director, Social Media Technology. He will ensure that clients have access to the greatest possible understanding of platforms such as blogs, forums, Twitter and Facebook.

In line with the agency’s philosophy of “People First, Better Results”, he will work to reinforce MediaCom’s position as the agency that best understands consumers in the digital sphere.

Ivan will be charged with delivering continuous social media monitoring for all major clients in all major markets as well as easy to use analytics tools for planners, insight team and interaction planners. He will also evaluate local, regional and global needs and resources, help account teams to deploy the most effective tools and deliver training.

As Head of Planning for MediaCom Beyond Advertising and MediaCom Digital Investment in the UK, Ivan was responsible for ensuring UK clients understand the nature of the social media conversation about their brand, can see how much they are being talked about as well as understanding the impact of these conversations on business performance.

He led MediaCom UK’s development of market-leading tools that enabled clients to see this information in real-time and helped MediaCom Beyond Advertising win the social media brief for VW, E.ON UK, Brita, Audi, Tomy and others . He has also worked on T-Mobile’s award-winning Life’s for Sharing campaign in the UK and on global/regional projects for EA, Shell and Deutsche Bank.

He will report to Mick Mernagh, Chief Insight Officer of MediaCom Worldwide, and Oliver Gertz, Managing Director of MediaCom Interaction EMEA.

“MediaCom is the agency that best understand consumers online and offline. Ivan’s brief will be to help local and regional teams reinforce this market leadership in the new media landscape of social media,” said Oliver Gertz, Managing Director of MediaCom Interaction EMEA.

“An intimate knowledge of social media behaviour is now essential to understanding how and why consumers formulate their attitudes towards brands and how this influences purchase decisions. Ivan will provide our teams with the tools and insight they need to advice clients on the best ways to change consumer behaviour,” said Mick Mernagh, Global Head of Insight.

“MediaCom Beyond Advertising in the UK has lead the way in providing clients with understanding how social media can be used to drive better business performance. My task is to work with all our market teams so we can deliver the best possible analytics, insight and strategic advice to clients wherever they are based,” said Ivan Fernandes, Global Director, Social Media Technology.

For media enquiries, please contact:
Joanne Brenner
+ 44 (0)20 7158 5770  

About MediaCom
MediaCom is one of the world’s largest Media Communication Specialists, with billings exceeding US $26 billion (Source: RECMA) and 116 offices in 89 countries around the globe. Our “People First, Better Results” philosophy drives our strategy and reflects our belief that putting People – employees, clients and consumers – at the core of our business leads to optimum business results. The MediaCom family of companies includes such leaders in their fields as: MediaCom Interaction, our global digital and interactive marketing agency, with future-forward proprietary technology that works to grow clients’ businesses; MediaCom Direct, our direct response experts, creating close, measured connections with consumers; MediaCom ESP, entertainment and sponsorship specialists that connect brands to consumers when they are most open to product messages; and MediaCom Business Science, focused on helping clients achieve maximum sales return. MediaCom Worldwide is a member of WPP, the world's largest marketing communications services group*, and is a part of GroupM, WPP’s media agency group which is the largest worldwide. For more information, visit

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About GroupM
GroupM is the world’s leading global media investment management operation. It serves as the parent company to WPP media agencies including Maxus, MEC, MediaCom, and Mindshare. Our primary purpose is to maximize the performance of WPP’s media communications agencies on behalf of our clients, our shareholders and our people by operating as a parent and collaborator in performance-enhancing activities such as trading, content creation, sports, digital, finance, proprietary tool development and other business-critical capabilities. The agencies that comprise GroupM are all global operations in their own right with leading market positions. The focus of GroupM is the intelligent application of physical and intellectual scale to benefit trading, innovation, and new communication services, to bring competitive advantage to our clients and our companies.

About WPP
WPP is the world’s largest communications services group*. Through its operating companies, the Group provides a comprehensive range of advertising and marketing services including advertising; media investment management; consumer insight; public relations and public affairs; branding and identity; healthcare communications; direct, digital, promotion and relationship marketing and specialist communications. The company employs 140,000 people (including associates) in 2,400 offices in 107 countries. For more information, visit  
* By revenue

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