It has also rolled two prior agency acquisitions, TargetCast and RJ Palmer, into a new, 250-person-strong media agency called Assembly, which will function as a unit within MDC Media Partners.
Assembly combines resources from independent media communications agency TargetCast and full-service midsize agency RJ Palmer and counts 80-90 clients, including Pfizer, Purdue University and Expedia.
“The ambition of this business is to grow in a way that uses technology and automation to create efficiencies so we don’t have to rely on that linear relationship between growth in billings and growth in numbers,” said Martin Cass, who was appointed CEO of Assembly and MDC Media Partners.
Besides Assembly, MDC Media Partners, which represents the media assets and interests of the MDC Partners organization, will also house MDC’s trading desk Varick Media Management, The Media Kitchen, IMS, Doner Media and TradeX.
“It’s absolutely our intention to build off and use the capability in the tech stack to power a lot of the targeting and analytics we want to do at the heart of the agency,” Cass said.
Cass, who most recently served as president of independent media-buying agency Carat USA, said the digitization of media has made it particularly challenging for creative agencies to make a product or an idea more than just a passing fad. Digital channels and mobile have rendered the core competencies of many businesses “completely obsolete,” he said.