m&m now docks internationally
Media Planning: The m&m agency is helping Mediakeys, the French poster specialist, get started in Switzerland and is establishing contacts worldwide in the process.
Media planning The agency m&m gives Mediakeys, the French poster specialist, a helping hand in Switzerland and establishes contacts worldwide.m&m, the media agency in Glattbrugg, is not only tapping into new markets such as the Netherlands, Hungary and the Czech Republic, but is also acquiring the necessary country-specific media expertise. One of the ways in which m&m does this is by sharing the knowledge of others via corporate networks. "We are all-rounders in Switzerland, but it's good to be able to rely on the expertise of network-independent alliance partners abroad," says m&m owner Wolfgang Mecklenburg. This is why m&m-Holding entered into a partnership with the French poster specialist Mediakeys (see box), which wants to gain a foothold in Switzerland. The m&m holding company holds a minority stake in Mediakeys Swiss and further partnerships are possible
The connection with Mediakeys is the second of its kind in the m&m network: "We have had good experiences with the international media agency OMD, a buying specialist, for several years," says Mecklenburg. Specifically, OMD Germany holds a 30 percent stake in Mecklenburg's subsidiary mm&b Stuttgart. Mecklenburg is keeping the option open for further partnerships, for example with radio or cinema specialists. He chose Mediakeys because the poster specialist is not part of an agency network. In addition, the two companies have known each other for a long time: m&m subsidiary mm&b France has its offices in the Mediakeys headquarters in Paris. The intended transfer of know-how will work in that m&m will be able to call on Mediakeys' local specialists for the planning and purchasing of outdoor media abroad. Because they know specialists in other media genres in their respective countries, they also provide m&m with the relevant contacts. Conversely, m&m helps Mediakeys to enter the Swiss outdoor advertising market. But why is a poster specialist interested in Switzerland, where out-of-home advertising is quite clearly structured thanks to Affichage's strong market position? "It is precisely because it is so simple that new, creative outdoor solutions are possible," says Vincent Jäggi, Managing Director of Mediakeys Swiss. What's more, together with Mediakeys Germany, it covers poster handling in the entire German-speaking region. "In a Europe of regions, cross-border outdoor campaigns are becoming increasingly important," says Jäggi. On the other hand, in addition to existing Mediakeys clients, he will also be seeking out new multinational clients based in Switzerland - in the hope that they will be able to use their
media agencies to work with the poster specialist in future.
Mediakeys operates worldwide The specialist agency Mediakeys was founded in 1999 by Frenchmen Philippe Bizot and Paul Cahierre. It is now active on all continents and has its own offices everywhere except Australia. European country representatives are located in Paris, Genoa, Rheinbach (D), London and Glattbrugg. For the other European countries, regional managers are available at the head office as contacts. Mediakeys maintains a database containing the outdoor advertising spaces of the 50 most important airports worldwide, the possibilities in the field of megaposters and other outdoor offers in terms of location, prices and addresses. (www.mediakeys.net)
An important guide in the outdoor advertising jungleUnlike in Switzerland, the outdoor advertising market is highly segmented in many countries. Only around 33 percent of the global outdoor offering is in the hands of the big players Clear Channel, JCDecaux and Viacom. The remaining 67 percent is distributed among national or even local providers.
To avoid getting lost in this jungle, many media agencies seek the support of outdoor advertising or poster specialists who provide everything from planning and media buying to billposting control and invoicing from a single source. Mediakeys is just one of them. Others are Portland, PM, Posterscope, PSI and Poster Publicity. The latter has also had an office in Switzerland - in Küsnacht ZH - since 2001. Managing Director Winfried Karst is responsible for the operation in Switzerland together with Manuela Krähenbühl. Based in London, Poster Publicity is active on all continents except Africa; in Europe, the specialist is directly represented in ten countries.
Poster Publicity works with partner companies in other countries and also in Africa. According to its own information, Poster Publicity International places customer budgets worth around 650 million dollars annually. (www.posterpublicity.com) (mk)
Markus Knöpfli
The connection with Mediakeys is the second of its kind in the m&m network: "We have had good experiences with the international media agency OMD, a buying specialist, for several years," says Mecklenburg. Specifically, OMD Germany holds a 30 percent stake in Mecklenburg's subsidiary mm&b Stuttgart. Mecklenburg is keeping the option open for further partnerships, for example with radio or cinema specialists. He chose Mediakeys because the poster specialist is not part of an agency network. In addition, the two companies have known each other for a long time: m&m subsidiary mm&b France has its offices in the Mediakeys headquarters in Paris. The intended transfer of know-how will work in that m&m will be able to call on Mediakeys' local specialists for the planning and purchasing of outdoor media abroad. Because they know specialists in other media genres in their respective countries, they also provide m&m with the relevant contacts. Conversely, m&m helps Mediakeys to enter the Swiss outdoor advertising market. But why is a poster specialist interested in Switzerland, where out-of-home advertising is quite clearly structured thanks to Affichage's strong market position? "It is precisely because it is so simple that new, creative outdoor solutions are possible," says Vincent Jäggi, Managing Director of Mediakeys Swiss. What's more, together with Mediakeys Germany, it covers poster handling in the entire German-speaking region. "In a Europe of regions, cross-border outdoor campaigns are becoming increasingly important," says Jäggi. On the other hand, in addition to existing Mediakeys clients, he will also be seeking out new multinational clients based in Switzerland - in the hope that they will be able to use their
media agencies to work with the poster specialist in future.
Mediakeys operates worldwide The specialist agency Mediakeys was founded in 1999 by Frenchmen Philippe Bizot and Paul Cahierre. It is now active on all continents and has its own offices everywhere except Australia. European country representatives are located in Paris, Genoa, Rheinbach (D), London and Glattbrugg. For the other European countries, regional managers are available at the head office as contacts. Mediakeys maintains a database containing the outdoor advertising spaces of the 50 most important airports worldwide, the possibilities in the field of megaposters and other outdoor offers in terms of location, prices and addresses. (www.mediakeys.net)
An important guide in the outdoor advertising jungleUnlike in Switzerland, the outdoor advertising market is highly segmented in many countries. Only around 33 percent of the global outdoor offering is in the hands of the big players Clear Channel, JCDecaux and Viacom. The remaining 67 percent is distributed among national or even local providers.
To avoid getting lost in this jungle, many media agencies seek the support of outdoor advertising or poster specialists who provide everything from planning and media buying to billposting control and invoicing from a single source. Mediakeys is just one of them. Others are Portland, PM, Posterscope, PSI and Poster Publicity. The latter has also had an office in Switzerland - in Küsnacht ZH - since 2001. Managing Director Winfried Karst is responsible for the operation in Switzerland together with Manuela Krähenbühl. Based in London, Poster Publicity is active on all continents except Africa; in Europe, the specialist is directly represented in ten countries.
Poster Publicity works with partner companies in other countries and also in Africa. According to its own information, Poster Publicity International places customer budgets worth around 650 million dollars annually. (www.posterpublicity.com) (mk)
Markus Knöpfli
