Meredith Xcelerated Marketing (MXM) is partnering with C3 Creative Code and Content (C3) to form a global partnership comprising of 1,200 staffers across 18 offices in nine countries.
The two agencies will continue to operate separately as MXM and C3. However, for clients looking for a global solution, the agencies will partner together.
The decision to partner up is a response to the increasing demands of brands that seek a single strategic partner to develop and deliver content marketing solutions at global scale and reach.
Now, this partnership can create campaigns in 27 languages.
This Global Content Marketing Network will be led by MXM president Georgine Anton and C3 founder/managing director Lukas Kircher, who will oversee Creative and Innovation. Other executives joining the global management board are MXM’s executive director of strategy Dan Rubin, who will oversee strategy, and C3’s managing director Gregor Vogelsang, who will supervise the strategic expansion of the network and execute international partnerships.
This new network will emphasize three key advantages.
First, it will utilize marketing analytics to help clients deliver content at scale. Second, it will coordinate content production across regions to minimize client burdens and costs. And the network will have one global contact to oversee strategy and budget as well as ensure that campaigns align properly with the local cultures and languages they are targeted to.
MXM and C3 will also create a new marketing and innovation lab to research consumer technology, ad technology and customer insights. The lab will be headquartered in New York and made available to all clients. MXM’s client roster includes Kraft Heinz, Lowe’s, MetLife and NBC Universal. C3 clients include Allianz, Deutsche Telekom, Sainsbury’s and Siemens.
The Berlin-based C3 also has offices in Munich, London, Hamburg, Stuttgart, Frankfurt, Zurich, Prague, Ljubljana and Lisbon.
"We have been respectful of each other’s work for years, but it started to gain momentum when we realized that both agencies were approaching content marketing from the same place: being audience first and data driven, focusing on adding value to the target audience at each touchpoint and helping clients deliver quality content at scale," says MXM's Rubin. "We realized that clients demand quality but also want the execution to be easier regardless of region of the world."