Mediaedge:cia is restructuring its global sponsorship businesses in a bid to capitalise on the growth in the market. It is merging its sport, entertainment and cause marketing businesses to create MEC Access, which aims to be a “one-stop shop” for clients.
It will integrate units including MEC Sponsorship, The Leverage Group and Sponsorcom into the new division. It will work with clients on strategic partnerships and sponsorships across nine platforms: arts, brand-to-brand, broadcast, cause, celebrity, film, gaming, music and sport.
Jeremy Clark, managing director of MEC Sponsorship for Europe, Middle East and Africa, has been promoted to the same position at MEC Access and Richard Yaffa will head the Americas team, based in New York.
Tove Okunniwa, who joined Mediaedge:cia in the new role of head of MEC Sponsorship UK in January, will become UK managing partner for MEC Access. Previously she was head of marketing for BBC Digital Access and also worked as BBC Sport head of marketing.
MEC Access says it will offer “impartial” advice, as well as insight and return on investment solutions. It aims to provide brands integrated campaigns. Charles Courtier, Mediaedge:cia global chief executive, says the unit was created because of “increasing demand” from clients for a unified sports, entertainment and cause business.