MediaCom Retains Brand USA Account Following Competitive Review

Relationship helps produce 47:1 marketing ROI in fiscal 2013

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Mar 13, 2014, 11:44 ET

NEW YORK, March 13, 2014 /PRNewswire/ -- MediaCom announced today that it has retained the Brand USA account after a rigorous competitive review.

Brand USA is a public-private partnership responsible for promoting global tourism to the United States. Formed in 2010, the organization's marketing efforts were recently cited as having generated 1.1 million incremental visitors and a total of $7.4 billion in business sales, $3.4 billion in additional international visitor spend and 53,000 new jobs for the year ending September 30, 2013 (source: Oxford Economics). Based on Brand USA's marketing expenses of $72 million, these results equate to a marketing return on investment of 47:1.

MediaCom has been helping Brand USA achieve these results since 2011, understanding that the nature of its mission could require frequent reviews of both its marketing strategy and ROI. "Brand USA's efforts have amazing momentum, and it's only natural that its leaders would want to ensure they're working with the very best companies in the marketplace," said Fraser Riddell, Chief Client Officer, MediaCom Beyond Borders. "We are pleased and proud that our Brand USA clients have once again chosen MediaCom as its partner for the future."

When asked about the results of the agency review, Roberta Hatchett, Brand USA's Director of Advertising and Media, added, "We made the decision to continue working with MediaCom because they easily demonstrated the most successful combination of global reach, process and strategy. Their in-depth understanding of our company and the tourism business overall has and will continue to be an important element of our ongoing quest to grow inbound tourism revenues to the US."

About MediaCom
MediaCom is one of the world's leading media communications specialists, with billings exceeding US $28 billion (Source: RECMA 2012). It employs 5,000 people in 113 offices across 89 countries around the globe. The company's strategy is driven by its "People first, better results" philosophy, which places people – consumers, clients and employees – at its core to generate optimum business results. MediaCom was named Network of the Year at the Festival of Media 2012 and 2010, as well as M&M Network of the Year in 2013, 2011, 2010 and 2009. The MediaCom family includes a number of industry-leading divisions, such as: MediaCom Interaction, a global digital and interactive marketing agency, which uses future-forward proprietary technology to grow client businesses; direct response agency MediaCom Response, which creates close, measured connections with consumers; content marketing specialists MediaCom Beyond Advertising; sports sponsorship and strategy team MediaCom Sport; and MediaCom Business Science, which ensures clients achieve maximum sales return. MediaCom Worldwide is a member of WPP, the world's largest marketing communications services group, and part of GroupM, WPP's consolidated media investment management arm. For more information, visit www.mediacomusa.com.

About Brand USA
Brand USA is the public-private partnership responsible for promoting the United States as a premier travel destination and communicating U.S. entry/exit policies and procedures. Established by the Travel Promotion Act in 2010, the organization's mission is to increase international visitation to the United States while working in partnership with the travel industry to maximize the economic and social benefits of travel. These benefits include creating jobs essential to the economy and fostering understanding between people and cultures. For industry or partner information about Brand USA, visit www.TheBrandUSA.com. For information about travel to and around the United States, please visit Brand USA's consumer website at www.DiscoverAmerica.com.

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SOURCE MediaCom