Mediacom Worldwide

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Mediacom was originally the media planning and buying network of Grey Global Group, now a division within WPP. It is one of the widest-ranging global media shops, with offices in almost 100 countries, although it is strongest in just a few major territories, especially Germany and the UK, where it dominates the local market. The US office suffered uneven performance for several years in the 2000s but has stabilised more recently with several key wins. Like other media networks, Mediacom has broadened its offering considerably in recent years, establishing satellite units specialising in sports and entertainment sponsorship and content development. Mediacom was the #3 media specialist worldwide in 2016 with billings of $32.92bn (according to Recma). It is one of four global media networks now under WPP's control, operating separately from Mindshare and MEC, although it benefits from the group's pooled buying power.

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Adbrands Company Profiles provide a detailed analysis of the history and current operations of leading advertisers, agencies and brands worldwide, and include a critical summary which identifies key strengths and weaknesses. Adbrands Account Assignments tracks account management for the world's leading brands and companies, including details of which advertising agency handles which accounts in which countries for major markets. Subscribers may access the following website links:

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Mediacom Austria Mediacom Germany
Mediacom Denmark Mediacom USA
Mediacom UK Mediacom Switzerland
Mediacom Norway Mediacom Netherlands

Recent stories from Adbrands Weekly Update:

Adbrands Weekly Update 24th Jun 2018: Cannes Lions 2018: And so Cannes Lions 2018 draws to a close. The Grand Prix in Media was awarded - for a change - to an actual media agency, a bizarrely unusual occurrence at Cannes. (It's usually a creative agency that walks away with the top prize in this category). Mediacom took Grand Prix under the heading of excellence in media planning for the 'Food Love Stories' campaign for UK supermarket giant Tesco. This involved a massive data-driven planning exercise across paid media and instore channels that coordinated consumer-driven menu suggestions with instore product promotion, and led to a huge uplift in sales. It has been Tesco's most successful product promotion for more than five years.

Adbrands Weekly Update 11th Jan 2018: WPP appointed Mediacom chair Karen Blackett as the group's first ever country manager for the UK, overseeing all its local agencies. That makes the widely respected Blackett arguably the single most powerful individual in the UK industry. WPP is the country's dominant marketing group with local revenues of around £2bn. In a memo to all staff, Sir Martin Sorrell said "Karen will focus on our core strategic priority of horizontality: ensuring our companies work together effectively and present a seamlessly integrated and simplified offer to clients. She will also support efforts to attract and retain the best and most diverse talent, generate cross-group business opportunities and identify potential acquisitions and investments."

Adbrands Weekly Update 23rd November 2017: PSA Groupe has consolidated media for its newly acquired Opel and Vauxhall car businesses with Mediacom, which won the Peugeot and Citroen accounts across Europe earlier this year. Carat had handled Opel and Vauxhall for more than a decade. Billings are estimated at around €300m.

Adbrands Weekly Update 16th Nov 2017: As had previously been anticipated, Deutsche Telekom's massive pan-European media budget moves from long-time incumbent Mediacom. A significant part of the business transfers to sister agency Mindshare, but with less responsibility than was previously enjoyed by Mediacom. According to Telekom's VP, marketing communications Christian Hahn, "The media business has changed completely. We want to be masters of this development and steer the media strategy much more independently. We can not completely delegate that to an agency." As a result, Mindshare has been confirmed only as the agency for traditional planning and buying. Media strategy will now be handled inhouse at Telekom. Three other contracts - for programmatic buying, media analytics and search marketing - are also up for grabs but the results will not be announced until early next year.

Adbrands Weekly Update 5th Jun 2017: Procter & Gamble completed the latest round in its global media review. Starcom retained all existing media responsibilities in the UK and also added other assignments previously managed by Mediacom, including press media buying. In German-speaking markets, incumbent Mediacom retained its position, but only as a result of agreeing to establish a dedicated joint venture with independently owned Pilot Media, which had previously handled some digital duties. In Nordic markets, however, Mediacom lost its brief to Carat.

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Free for all users | see full profile for current activities: Germany is in many respects Mediacom's home country. It was here that the shop was first established as an independent unit, in 1986. Since then the format has been gradually extended around the globe. Grey London's media department was split out as Mediacom in 1992, and other markets followed suit. Ironically Grey's official HQ, the US, was the last major market to get its own Mediacom office. A Canadian outpost was established in 1997 after a tie-up with local independent Media Buying Services. Mediacom US was formed the following year from the agency's existing media departments to handle all US buying for Grey clients, although some planning was still handled in-house at Grey. That year the group also captured its most significant account to-date, winning the consolidated Volkswagen Group account in Germany.

Also in 1998, the UK office was considerably strengthened with the acquisition of highly regarded UK agency The Media Business. Originally launched in 1975, this was one of the original British media independents. TMB spun off a satellite company, Bullet Media, in 1991 as a partnership with HHCL, and two years later, came close to be engulfed by the ill-fated GGT. It maintained its independence and in 1995, TMB floated 30% of its shares, launching two regional subsidiaries shortly afterwards. But in mid-1998, after months of discussions, it announced it was to be bought by Grey. The deal was called off a few weeks later after the collapse of global stockmarkets depressed both companies' valuations, but was resurrected at the end of the year. The new member of the family promptly won its own slice of the VW business, taking the UK account worth a further £60m.

Over the next few years, Mediacom set about building a presence in new markets, either through acquisition or local joint ventures, some of which remain. See full profile for current activities

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