• by Larissa Faw , July 9, 2019

MDC Partners has reorganized its media operation to create a new network that aligns MDC Media Partners and its flagship media shop Assembly with data and CRM agency Gale.

The new network offers media strategy, planning, buying, data, analytics and trading along with CRM specialists, data scientists, technologists and content creators, forming a team of over 600 employees.

The new network will be led by MDC veteran and digital media executive Michael Bassik and Gale founder-CEO Brad Simms, as co-chairs.

Bassik becomes CEO of Assembly and will oversee MDC Media Partners' portfolio of media and content agencies, including Allegory, Attention, EnPlay, Trade X Partners, Unique Influence, and the network’s independent media trading consultancy Varick.

Martin Cass, who has led MDC Media Partners and Assembly as CEO, is leaving the agency.

“Today marks the first in a series of actions bringing together the best talent across MDC Partners into collaborative networks for the benefit of our clients, by establishing a new group built around data, technology, media and content,” stated Mark Penn, named chairman-CEO at MDC Partners in March.

Assembly has focused intently on data and analytics since being formed five years ago.  

“Today, we are taking the next step to enhance and complement that offering, creating a truly progressive solution for marketers as creative and content take on more digital applications and media trends toward addressability,” Penn said.

The network has global offices in New York, Detroit, Los Angeles, Austin, Toronto, Singapore and Bengaluru.