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MPG Media Contacts to focus on ‘meaningful brands’

MPG Media Contacts is restructuring its approach to communications planning to focus on its ‘meaningful brands’ philosophy and is moving offices to facilitate the new structure.

‘Meaningful brands’ focuses on the impact brands have on consumers’ quality of life by delivering ‘connected thinking’ and ‘brilliant delivery’. It is the agency’s statement of belief in how marketing, branding and businesses have to change in order to survive the digital revolution.

Along with the new positioning, a re-structure will see the agency split into three teams from next year: catalyst, client leadership and planning & delivery. 

The catalyst unit brings together the agency’s intelligence, strategy and ideas teams, which will be led by MPG’s previous head of integration, who has been promoted to head of strategy.

Intelligence will continue to be run by Denise Turner and the agency is currently looking for a new head of ideas. The current managing partner of client services Natasha Murray will head up the client leadership team.

MPG’s new positioning was sparked by findings from its Meaningful Brands Index, which measures a brand’s impact on consumers’ personal and collective wellbeing.

“We are here to help build meaningful brands for our clients,” says MPG Media Contacts managing director Paul Frampton. “We are leveraging our heritage in strategy and digital and fusing it with our successful creative services team to create a very relevant and unique agency proposition that suits advertisers’ needs for today and tomorrow.”

Jenni Baker, London