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MDC Partners

MDC Offers a Cool Million for Best Agency Start-Up Plan

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With all its acquisitions over the past several months, it appears Toronto-based MDC Partners still has money to spare, so what’s another million bucks? That’s the offering from Miles Nadal & Co. for some lucky entrepreneurial person or persons who can conjure up the best start-up idea. According to a statement from Nadal in the NYT, the main goal of the challenge, which was actually conceived by CP+B chairman Chuck Porter, is that “you do brilliant work, you want to make brands famous and you want to drive results for clients.”

Sounds pretty much like all agency creative recruitment ads, but nonetheless, we shall most likely be speaking with Miles Nadal on Monday to pick his brain and get more insight into this project, which was announced today at a seminar in Cannes. Of course, the $1 mil doesn’t come without some interest of sorts as MDC will take a 51 percent stake in the winning shop. If being a minority owner is your cup of tea, you can start emailing your proposals here.

More: “AdAge: McCann Suing MDC Over Alleged Employee/Client Poaching

Humongo Shows Some Love for Grandpa

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We guess every once in a while, you have to kiss a little ass as Humongo does in its coverage of the new website for MDC Partners, the parent company of SourceMarketing, which acquired Humongo (formerly known as Plaid) in March.

On their Brand Flakes for Breakfast blog, which we’re fans of, the Humongo horde shows some love and shamelessly plugs for Grandpa, though we have to admit MDC’s new online destination actually isn’t quite so terrible as far as agency websites go.

The Chief Creative Insurgent you all know and love provides the intro video for the site, which in Bogusky’s words provides the opportunity for “hi-tech stalking of MDC executives.”

More: “Miles Nadal: MDC Has Done Digital Better Than All Others

Miles Nadal’s 6 Rules of Partnership

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MDC Head Honcho Miles Nadal is forming partnerships left and right, growing the MDC network faster than Rogaine sprouts fuzzy hair on a bald guy. We recently got our grubby little hands on list of his rules for partnership and now we’re going to reveal these highly guarded “musts” to the public*. With no further adieu:

1. Only partner with someone with whom you would want to have breakfast, lunch or dinner with a second time.

2. Only partner with someone you like, admire, and respect.

3. Only partner with someone you trust enough to make the executor of your estate.

4. Only partner with someone with whom you would want to spend a long weekend on a small boat, in a small cabin, or on a small ranch.

5. Only partner with someone who shares the same passion, dedication, and willingness to sacrifice to accomplish the common mission.

6. Only partner with someone who has the human compassion gene. Compassionate leaders motivate and inspire their employees to reach beyond their own self imposed limitations.

*Actually they’re not highly guarded &#151 they are printed on a t-shirt celebrating the company’s 30 year anniversary.

More:Miles Nadal: MDC Has Done Digital Better Than All Others

MDC’s Adrenalina Hires a Handful of Staff

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MDC Partners continues to stay in the news as the network’s New York-based multicultural shop Adrenalina has hired five staffers including Edwin Hincapie, Angela Renfroe, Paola Ortega, Jacob Lake and Regina Mojica.

Effective immediately, Hincapie will take on the title of senior account director, consumer engagement + business development; Renfroe joins as director, talent; Ortega has signed on as director, action marketing; Lake assumes the role of something called cognitive and cultural anthropologist and Mojica will serve as brand leader on the Tecate account.

All parties involved bring some agency background with them as Hincapie joins Adrenalina from Momentum Worldwide, where he worked on the multicultural business for Verizon. Renfroe spent nine years at PMI, where she provided HR services to employer clients, including KBS+P, Porter Novelli and DDB Needham Worldwide. Ortega was previously an account director at McCann Erickson, Mexico City and an account supervisor at BBDO Mexico City on the Frito-Lay business. Meanwhile, Lake was formerly a strategist at The Martin Agency and worked on the Wal-Mart account while Mojica was an account executive at New York’s Bromley Communications.

More: “MDC’s Adrenalina Adds Four New Creatives

Redscout Plans World’s Largest Potluck Dinner

potluckplaya.pngOn May 23rd, NYC based God’s Love We Deliver &#151 an organization that cooks and delivers over 3,400 meals every weekday, to people living with HIV/AIDS, cancer, Parkinson’s and Alzheimer’s diseases, and all serious illnesses &#151 is hosting the world’s largest potluck dinner, with the help of MDC Partners agency Redscout (they do strategy, and are branching into execution) and a bunch of other companies that are either donating time or offering services at cost. We wanted to give them a shout-out for their efforts.

Redscout CEO Jonah Disend is on the leadership counsel at GLWD and this project was lead by a managing director there, Patricia Brennan. Redscout developed the potluck concept and the logo and then Patricia brought other agencies and companies on board to help pull it off:

&#151 1TrickPony created the microsite and web banners.

&#151 Wilkins Media helped secure free media space, subway posters and a week of Taxi TV, including video and banners.

&#151 Fluid Post helped produce the video

&#151 Automation Graphics produced posters and over 10,000 postcards designed by Redscout at “unbelievable rates”.

&#151 Beyond Print helped get the subway posters printed in record time and at a fraction of the cost.

So kudos to all involved in this great effort.

More:Redscout Names President, CCO

MDC CEO Wears T-Shirt, Holds Own With Long-haired Radicals

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MDC CEO Miles Nadal (center), Chief Innovation Officer Faris Yakob (left) and Chief Creative Insurgent Alex Bogusky (not center or left) talk amongst themselves during Bogusky’s weekly Web show FearLess QA.

More:McCann Suing MDC Over Alleged Employee/Client Poaching

Miles Nadal: MDC Has Done Digital Better Than All Others

mrmilesnadal.pngIn an interview with MDC head Miles Nadal, AdAge’s Rupal Parekh wisely notes: “It’s kind of surprising how little you are investing in digital agencies. Why?”

Nadal’s response:

“Because we have done it the best of anybody. We invested hugely in digital, but we did it organically. One thousand of our people are digital and 40.5% of our business is digital. We have the most integrated and media-agnostic capabilities &#151 we didn’t buy digital as a bolt-on, we wove it into the fabric of our agencies. That’s why our growth rate is better than everyone else in the industry, our margins are better and our free cash flow is better.

“When I look back in hindsight at what others have paid for businesses in digital, we couldn’t rationalize the costs in relation to what the benefits would be. Investing in talent was a much better and more productive investment for us. But you will see us look at digital capabilities to provide a more comprehensive offering to clients, and now that nobody else is in the marketplace, it makes life a lot easier.”

Nadal’s buying spree has many lauding him as an aggressive player at a time when few others are taking such risks. Questions linger regarding how the $300 million in (so-called good) debt will be paid off. Rumors have flown that the holding company is setting itself up for a sale, rumors Nadal strictly denies here.

He made only one mistake from what we can see. And it wasn’t so much a strategic error so much as a semantic one. At one point he said, “to reinvent the model of the future,” &#151 which should never be said aloud. Ever. It is the preeminent advertising-leader cliché and should be avoided at all costs.

More:MDC Acquires Another Shop, PR Firm Allison & Partners

MDC Acquires Another Shop, PR Firm Allison & Partners

Aviary mdccorp-com Picture 1.pngMiles Nadal is on a rampage, buying up every moderately-sized-but-well-performing PR and ad agency in the land. That’s a bit of a stretch, but MDC Partners just picked up Allison + Partners, reports PRNewser. It’s a mid-sized PR firm probably bringing in around $14-15 million per year.

Typically MDC purchases 51-61% of a company’s shares, though it also buys them outright. This was a majority buyout, but it isn’t clear how much the holding company now owns. In recent months MDC has invested in Attention PR and acquired Sloane & Company.

On the ad side MDC nabbed Plaid, which has rebranded as Humongo. They’ve also bought Florida based TEAM Enterprises.

More:MDC Acquires South Florida Experiential Marketing Firm

MDC’s Second Acquisition Announce in as Many Days: Plaid

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The agency known as Plaid will from here-on-out be known as Humongo, which according to UrbanDictionary means “Really really really huge!” The shop announced its acquisition by Norwalk, CT based SourceMarketing earlier today. That agency is owned by MDC Partners.

Just yesterday MDC announced it has purchased south Florida’s TEAM Enterprises, an experiential firm that services Fortune 100 clients.

“We’re pretty stoked,” the agency announced on its blog &#151 brandflakesforbreakfast. “We’ll now have the resources to grow like never before. We’ll have access to affiliate agencies that provide our clients what we can’t. Imagine a small digital creative agency with the keys to the big guys. That’s Humongo.”

You know Plaid, err, Humongo, from their tours-de-America in a van. The annual trip was called PlaidNation but will from here on is called HumongoNation. This is their video about the changes.

Meet Humongo from Humongo on Vimeo.

More:MDC Acquires South Florida Experiential Marketing Firm

MDC Acquires South Florida Experiential Marketing Firm

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MDC Partners announced today that it’s acquired a majority stake in TEAM Enterprises, a Fort Lauderdale-based experiential marketing firm with 400 full-time staffers that services Fortune 100 clients. According to the latter’s site, the company has activated campaigns including the Dodge “Rock Em Sock Em” challenge, Bacardi Mojito/Miami Vice and several for the Miller brand over the last few years.

More close to home, though, TEAM has collaborated with now-sister MDC firm CP+B on projects for VW, Coke Zero and Domino’s in what MDC chief architect Stephen Groth says is “a seamless blend of interactive and what we call ‘outeractive’ physical experiences.” In a statement, Groth–a former Omnicom exec who spearheaded the acquisition of the 20-year-old TEAM and is overseeing MDC’s experiential “immersion”–adds that “being able to offer these services on a broader scale to all of our MDC firms, and their clients, will have an enormous positive impact across the network.”

More: “Definition 6 Acquires PR Firm that “Really Understands” Integrated Marketing

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