Creates New Class of Media Company
NEW YORK--(Business Wire)--
MDC Partners announced today the formation of Varick Media
Management (http://www.varickmm.com), the first digital media
management company of its kind. The firm will service clients across
all online exchanges by focusing on providing clients with media
trading and investment management, audience segmentation and analysis,
data intelligence and dynamic creative optimization.
"Varick Media Management is the first digital media management
company that allows media trading in real time across all online
exchanges, ad networks and websites. Similar to hedge funds, we also
use proprietary algorithms to manage our client's investments and
deliver the best ROI. Our algorithms enable us to aggregate audiences
and optimize the media mix," said Darren Herman, Founder and
President, Varick Media Management.
Varick Media Management was born out of the digital innovation of
The Media Kitchen, a kirshenbaum bond + partners company, and opens
with The Media Kitchen and their client roster.
The company has formed a strategic partnership with MediaMath, a
New York based media trading platform that provides algorithmic bid
management, analytics, and technology to media buyers. Through the
partnership with MediaMath, Varick Media Management will have access
to multiple ad exchanges including Google / DoubleClick AdX, Yahoo!
RightMedia, Microsoft AdECN, AOL Spot Market, TraffiQ, AdBidCentral
and over 110 million users across 65,000+ publishers.
"Mass and reach are rapidly being replaced by targeting and
efficiency," said Brandon Berger, Vice President, Digital Innovation
at MDC Partners. "As all forms of media become digital, there will be
technologies and solutions that enable us to focus our client's media
dollars in more and more efficient and effective ways. But it will be
data and audience access that will be the key differentiator. We
believe that through Varick Media Management, we can provide marketers
with the vital tools they need to most effectively leverage their
brand in this incredibly competitive marketplace."
About MDC Partners
MDC Partners is a leading provider of marketing communications
services to clients in North America, Europe and Latin America.
Through its partnership of entrepreneurial firms it provides
advertising, specialized communications and consulting services to
leading brands. MDC Partners' philosophy emphasizes the utilization of
strategy and creativity to drive growth for its clients. "MDC Partners
is the Place Where Great Talent Lives". MDC Partners Class A shares
are publicly traded on the NASDAQ under the symbol "MDCA" and on the
Toronto Stock Exchange under the symbol "MDZ.A". Visit
www.mdc-partners.com for more information.
MDC Partners Inc.
Katie Kempner, 305-646-7366
VP, Corporate Communications
kkempner@mdc-partners.com
or
Jennifer Landers, 212-337-4738
Agency Communications Director
jlanders@kb.com
Copyright Business Wire 2008
