Meredith Xcelerated Marketing Agency Spotlight

David BrownTarget Marketing spoke with David Brown, EVP of Meredith Xcelerated Marketing (MXM), a content-powered engagement agency headquartered in New York.

What makes you famous?
MXM can be described as “the content-powered engagement agency for today’s hyper-connected world.” We are known for creating cutting-edge, content-powered marketing programs for some of the world’s top brands. Our capabilities include a particularly deep expertise in content, digital, social and mobile.

What are the most important trends you see in interactive advertising today?  
Many of the trends we see are dictated by the emerging technologies that allow marketers to engage their consumers in ways they’ve never been able to before. Because of this, marketers will have to think about their marketing strategy differently, creating more content for multiple channels and devices and ultimately functioning more as a publisher (“the pull”) vs. a traditional advertiser (“the push”).

The Real Cost campaign

What’s been your biggest hit of the past year?
Our biggest and most recent hit on a client program is the work we did for FDA’s “The Real Cost” campaign, which seeks to create a generation of non-smokers by educating these at-risk youth about the harmful effects of tobacco use. In conjunction with partner agencies, including FCB and Fleishman Hillard, MXM’s social strategy connected with over 1.5 million teens, cultivated a community of half a million Real Cost fans, and engaged in more than 100 one-to-one conversations with at-risk teens per week.

We developed strong, connected and engaged communities on Facebook, Twitter, Tumblr and Instagram that serve as a resource for teens seeking information and support. Our work was recognized for its insightful communications strategy, outstanding creative and overall success connecting to the teen audience, winning a Gold Effie Award for effectiveness in cause/behavior change health marketing.

What’s your most important takeaway for marketers?
Think very clearly NOW about the right way that content should be developed and distributed to meet the needs of their various customer journeys. It’s an important strategic decision that has operational, organizational, brand and creative implications.

Heather Fletcher is senior content editor with Target Marketing.