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MEC@MATI: Taking a deep dive into the era of Open Source Marketing

10 February, 2014


MEC, a leading media agency,, is sponsoring the inaugural Marketing & Ad:Tech Israel (MATI) conference in Tel Aviv on February 11th. By choosing to partner with this technology-meets-marketing conference, the global agency displays a firm belief in that the future of marketing and advertising is intimately interlinked with innovative technology.

The MATI conference focuses on digital marketing and features numerous agile start-up tech businesses that Israel has a disproportional high number of.

MEC’s delegation comprises the senior global team along with over 15 clients from across the network including representatives from AT&T, CITI, SAB Miller and Beiersdorf. The interest from marketers is significant and a testament to how MEC is focusing on new product development ideas for today’s marketers.

MEC’s Global Chief Digital Officer Carl Fremont, himself a keynote speaker at MATI, commented, “The times of advertising-first thinking are over. Instead, the digital age of marketing puts technological solutions at the heart of a marketing strategy – as connecter and driver between marketing and product. This makes MATI the right place to be for marketers who want to future proof their business.”

The conference provides an opportunity to meet engineers and developers from start-up tech companies, giving access to the behind-the-scenes of the new technology that will shape the marketing strategies of tomorrow. Carl Fremont’s own contribution to the conference will focus on ‘Open Source Marketing’.

Fremont said, “Technology developers are transforming our everyday lives with greater interactivity and connectivity, creating cultural and behavioural shifts that are impacting brand consideration and purchase, globally and locally. To continue growing our clients’ and our own business we are taking a deep dive into what we have coined Open Source Marketing.”

Open Source Marketing involves MEC sourcing ideas and inspiration from inside of the company, and building on top of the infrastructure others have created to grow brands and add layers to products’ features and benefits – eliminating having to build it from scratch. The world changes too fast for any company to be able to effectively build and grow everything from the ground up in-house, making opportunities to partner and use open source techniques the optimum solution.

Fremont elaborated, “With Open Source Marketing we explore the possibilities given in software and hardware codes and applications which are open to anyone to build upon, enabling us to create, enhance and distribute brands’ experiences. Today’s marketers end their agencies need to think and behave more like software developers than advertisers.”

Learn more about the Marketing & Ad:Tech Israel conference here:  
Follow MEC on Twitter, live from the conference: #MECatMATI

About MEC
We help clients explore what’s possible, inspiring and guiding them to the optimum solution for their brands. Then we exploit it, delivering maximum value to them. Our services include: Media planning and buying ~ Digital media ~ Mobile ~ Search ~ Performance marketing ~ Social media ~ Analytics and Insight ~ Sport, Entertainment & Cause ~ Multi-cultural ~ Content ~ Retail ~ Integrated Planning. Our 4,500 highly talented and motivated people work with domestic and international clients in 84 countries and we are a founding partner of GroupM. To find out more, visit us at  

Nathalie Haxby
Global Head of Corporate Communications
Phone: +44 (0)20 7803 2319

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