MediaCom has named Ivan Fernandes as Global Director, Social
Media Technology. He will ensure that clients have access to the
greatest possible understanding of platforms such as blogs, forums,
Twitter and Facebook.
In line with the agency's philosophy of "People First, Better
Results", he will work to reinforce MediaCom's position as the
agency that that bests understands consumers in the digital
Ivan will be charged with delivering continuous social media
monitoring for all major clients in all major markets as well as
easy to use analytics tools for planners, insight team and
interaction planners. He will also evaluate local, regional and
global needs and resources, help account teams to deploy the most
effective tools and deliver training.
As Head of Planning for MediaCom Beyond Advertising and MediaCom
Digital Investment in the UK, Ivan was responsible for ensuring UK
clients understand the nature of the social media conversation
about their brand, can see how much they are being talked about as
well as understanding the impact of these conversations on business
He led MediaCom UK's development of market-leading tools that
enabled clients to see this information in real-time and helped
MediaCom Beyond Advertising win the social media brief for
VW, E.ON UK, Brita, Audi, Tomy and others . He has also worked on
T-Mobile's award-winning Life's for Sharing campaign in the UK and
on global/regional projects for EA, Shell and Deutsche Bank.
He will report to Mick Mernagh, Chief Insight Officer of
MediaCom Worldwide, and Oliver Gertz, Managing Director of MediaCom
"MediaCom is the agency that best understand consumers online
and offline. Ivan's brief will be to help local and regional teams
reinforce this market leadership in the new media landscape of
social media," said Oliver Gertz, Managing Director of MediaCom
"An intimate knowledge of social media behaviour is now
essential to understanding how and why consumers formulate their
attitudes towards brands and how this influences purchase
decisions. Ivan will provide our teams with the tools and insight
they need to advice clients on the best ways to change consumer
behaviour," said Mick Mernagh, Global Head of Insight.
"MediaCom Beyond Advertising in the UK has lead the way in
providing clients with understanding how social media can be used
to drive better business performance. My task is to work with all
our market teams so we can deliver the best possible analytics,
insight and strategic advice to clients wherever they are based,"
said Ivan Fernandes, Global Director, Social Media Technology.