GROUP M
Through [ m ] PLATFORM , GroupM looks to redefine the digital marketplace of the Middle East
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A As the world ’ s largest media
investment group , responsible for one in three advertisements globally , a powerful system is required to be able to store and ultimately leverage the mountains of data available . For GroupM , this solution is [ m ] PLATFORM .
“[ m ] PLATFORM is GroupM ’ s solution for shaping data and technology around each advertiser ’ s needs ,” said Marcus Siddons , Managing Director , GroupM MENA . “ We get unique data from across the media landscape and various consumer touchpoints to help clients best use technology and deliver the right message to the right consumer at the right time .”
“ It allows us join up all important insights to execution , but what it really boils down to is understanding individual users and having a complete view of a single user . For our region , that ’ s both unique and challenging in equal parts .”
GroupM has operations all over the world , including Germany , Korea , Japan and the United States , but the company is currently undergoing an aggressive expansion plan throughout the MENA region .
This is where Siddons comes to the fore . Working alongside Daniel Vaczi , [ m ] PLATFORM Head of Data & Technology , the two are tasked with delivering cutting edge data and technology solutions to GroupM agencies and their clients .
“ The UK , for example , is a challenging market to operate in , given the number of players live and scaled ,” says Siddons . “ I feel both Dan and I are privileged in the sense that we can apply our experience of such developed markets to the MENA region , and through our agency backgrounds remain close to what business challenges clients need solving .”
“ That ’ s very important ,” adds Vaczi . “ It ’ s often easy when working in a technology role or company to be disconnected from the real business challenges that clients and their agencies are under . We understand both agencies and clients as we were in the same shoes in our previous roles . Using this experience , we can tailor solutions that directly addresses these business challenges .’’
AUGUST 2018