It is time to shine the spotlight
onto independent media planning and buying specialist, Media Agency Group, in
The Candidate's Digital Agency Showcase.
The main aim of the Digital Agency
Showcase is to feature the great work of agencies in the Northwest
from the last year.
Managing Director John Kehoe founded
Media Agency Group in 2010 at the age of 28. Prior to Media Agency
group, John's first company was a small outdoor media business
Media which gave him strong understanding of media buying.
He later applied his learnings to
launch Media Agency Group, which broadened his offering to include
a wider range of media channels, rather than specialising just on
Through great service and a hunger
for high impact campaigns, John and his small team at Media Agency
Group quickly gained a strong bank of clients including Beefeater
Gin, Agent Provocateur, and Etihad Airways.
It was a winning formula. The
business has grown rapidly, moving to MediaCityUK, employing over
fifty members of staff and boasting billings of £5million in
Media Agency Group now boasts an
even larger clientbase adding to their roster well known
organisations such as the NHS, Ernst & Young and Pernod
1. Hello John, thank you for letting us interview you
for our digital agency showcase. What is your main job role and
responsibility within Media Agency Group?
I'd describe my role as
spearheading Media Agency Group to success by developing and
growing the business according to our clients' needs. My day to day
involves strategic oversight of pitches and campaign planning,
meeting clients and working with my team to discuss ideas for their
most recent client appointments and campaigns, and plans for new
briefs and pitches.
2. Please could you pick a case study from 2012, and
explain why you have chosen it to represent Media Agency Group's
Media Agency Group offers
advertising solutions across multiple formats including online,
outdoor, transport, press, radio, and television. As this is a
digital showcase I am choosing an online campaign for the Korea
Tourism Organisation - a twist on traditional sun, sea and sand
approach usually taken by tourist boards - and instead choosing to
capitalise on the popularity of chart hit 'Gangnam
Style' by Korea's K-Pop start Psy.
3. What brief were you
initially supplied with, and what objectives did the agency team
devise when briefed?
Our original brief was to find a
way online to piggy back on the hype around Gangnam Styleand drive
traffic to the Go Korea website, as well as enticing fans of Psy to
enter their own Gangnam
Style dance video with the chance of winning a trip to
4. What campaign strategy
did the agency devise to answer the brief and objectives that were
The success of Psy's 'Gangnam
Style' has catapulted K-Pop onto the world stage, and Media
Agency Group used this interest to raise the profile of the
destination with a Google Adwords campaign and a Gangnam Style
via YouTube. Entrants are asked to video themselves and friends
stamping out the Gangnam Style moves and upload the video to
YouTube/ The winner and a friend will be flown to Seoul courtesy of
the Korea Tourism Organisation and Korean Air for a three night
stay in Seoul including a tour of Gangnam.
5. How did you implement the campaign
Click Tap Media - the
digital division of Media Agency Group built a strategy was focused
on building Google AdWord campaigns to increase the volume of
visitors to the Go Korea
website, and entrants to the competition focusing on key searches
around 'Gangnam Style', Psy, Gangnam; running around a traditional
campaign focusing on Korean holidays.
Click Tap Media's strategy was
focused on building campaign groups specific to both advertising
messages, and refining bids and budget to improve conversion rate
and maintain the quality of traffic to the website.
6. Could you tell us what
results were derived from the campaign strategy, and any positive
feedback that you received?
Go Korea had great results
from the campaign with an increase of traffic from both campaign
groups and core search terms in Google. In addition, the campaign
got the UK to dance and upload their videos of the Gangnam Style
dance - the lucky winner of the holiday will be announced
Go Korea have been a long term
client of Media Agency Group buying other formats of advertising
including digital spots on the famous Piccadilly Lite in Piccadilly
7.Could you give a top tip
to any perspective digital marketing candidates who would like to
work in an agency like yours?
My top tip is to be passionate and
believe in the media you represent. If you want to work in a
digital agency you have to be up to date on the latest trends and
developments - staying one step ahead will allow you to plan the
most forward thinking campaigns for your client.
When applying for jobs your
online persona is important - make sure you're visible for when
directors want to search you not just on professional networks, but
also on Twitter and via a Blog.
The Candidate's Summary:
Here at The Candidate we are
impressed that Media Agency Group used the successful viral video
of Gangnam style to develop a campaign for Go Korea. It is evidence
of using a popular search trend alongside your agency's skills can
provide a very effective campaign.
We wish Media Agency Group all the
best for their future campaigns, and we hope they continue to
expand even further.