Welcome!

News Feed Item

MDC Partners Launches Assembly, Industry's First Scaled U.S. Media Agency in Over 15 Years

Martin Cass Joins MDC as CEO of Assembly, Steve Farella to Serve as Chairman, and Michael Nicholas Enlisted as Entrepreneur in Residence, Chief Experience Officer

NEW YORK, March 5, 2014 /PRNewswire/ -- MDC Partners Inc. (NASDAQ: MDCA; TSX: MDZ.A) announced today that it has hired Martin Cass, former President of Carat USA, to lead its newest initiative in the rapidly evolving media space.  As part of MDC's continued commitment to innovation in marketing, the company is launching a new media agency called Assembly. Built on the unmatched creativity of MDC's partner network, the new firm combines the expertise of TargetCast and RJ Palmer with the proven technology of Varick Media Management to deliver a unique offering in today's media environment.  Cass will lead the agency as CEO, while Steve Farella, previously CEO of TargetCast, will serve as Chairman.

"We have innovated our business around the conviction that creativity is a force for profitable business change, and we see that advertising technology is rapidly leaving traditional media agencies behind, forcing clients to go elsewhere to navigate the landscape," said Miles S. Nadal, Chairman and Chief Executive Officer of MDC Partners. "To provide clients with a crucially necessary new model, Martin and Steve have combined proven media expertise with a legacy-free, entrepreneurial approach to developing media technology and MDC's heritage of disruptive creativity."

"We don't see advertising technology and automation as contradictory to the human creativity powering meaningful communication," said Cass. "By optimizing a marketer's media investments more effectively with technology, we are freeing up significant resources to create the truly breakthrough ideas that meaningfully connect brands with consumers."

Cass joins MDC and Assembly with over 25 years of experience leading media agencies, most recently heading an organization of 600 associates at Carat. He was instrumental in the growth of the agency through integration of digital capabilities, development of data analytics and scaled adoption of communication planning, culminating in the global appointment by General Motors and the honor of Agency of the Year by the U.S. press for the past two years. Cass brings global executive experience to MDC, having worked across Europe, Asia and North America, partnering with many of the world's leading marketers, including American Express, Beiersdorf, Diageo, Disney, Gillette, Procter & Gamble, The Home Depot, JM Smucker, Red Bull and Relativity Media.

To lead Assembly's forward-thinking creative technology approach, Cass and Farella have enlisted former Chief Strategy Officer of Isobar, Michael Nicholas, as the agency's Entrepreneur in Residence, Chief Experience Officer.  Having led large agencies, small start-ups and strategy groups for the past 15 years, Nicholas is best known for building media technology and has worked with brands including adidas, Coca-Cola, Microsoft, Reebok, and Samsung.  Also as part of the new agency offering, Peter Knobloch, former CEO of RJ Palmer, will serve as Assembly's Chief Investment Officer leading all buying, while Jim Vail, former President of RJ Palmer, Audrey Seigel, former President of TargetCast, and Steve Minichini, former President of TargetCast's Interactive Marketing, will all serve as Managing Partners of the new agency.  In addition to their responsibilities with Assembly, Cass and Farella also take on the roles of CEO and Chairman, respectively, of MDC Media Partners – the network's umbrella of specialist media capabilities including all of MDC's current and future media technology and service offerings.

"I've seen more industry change in the last three years than in the previous 30 years," said Farella.  "Today, I'm thrilled to be partnering with Martin, one of the industry's most forward-thinking media executives, to bring a new solution focused on innovation and creativity to deliver profitable growth for our clients. I'm excited that Assembly will re-write the rules for how media can build brands and propel businesses forward."

About MDC Partners Inc.

MDC Partners is one of the world's largest Business Transformation Organizations that utilizes technology, marketing communications, data analytics, insights and strategic consulting solutions to drive meaningful returns on Marketing and Communications Investments for multinational clients in the United States, Canada, and worldwide.

MDC Partners' durable competitive advantage is to Empower the Most Talented Entrepreneurial Thought Leaders to Drive Business Success to new levels of Achievement, for both our Clients and our Shareholders, reinforcing MDC Partners' reputation as "The Place Where Great Talent Lives."

MDC Partners' Class A shares are publicly traded on NASDAQ under the symbol "MDCA" and on the Toronto Stock Exchange under the symbol "MDZ.A".

MDC Partners Logo

Logo - http://photos.prnewswire.com/prnh/20120221/NY57031LOGO

SOURCE MDC Partners Inc.

More Stories By PR Newswire

Copyright © 2007 PR Newswire. All rights reserved. Republication or redistribution of PRNewswire content is expressly prohibited without the prior written consent of PRNewswire. PRNewswire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Latest Stories
With major technology companies and startups seriously embracing IoT strategies, now is the perfect time to attend @ThingsExpo 2016 in New York. Learn what is going on, contribute to the discussions, and ensure that your enterprise is as "IoT-Ready" as it can be! Internet of @ThingsExpo, taking place June 6-8, 2017, at the Javits Center in New York City, New York, is co-located with 20th Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry p...
It is one thing to build single industrial IoT applications, but what will it take to build the Smart Cities and truly society changing applications of the future? The technology won’t be the problem, it will be the number of parties that need to work together and be aligned in their motivation to succeed. In his Day 2 Keynote at @ThingsExpo, Henrik Kenani Dahlgren, Portfolio Marketing Manager at Ericsson, discussed how to plan to cooperate, partner, and form lasting all-star teams to change the...
SYS-CON Events announced today that delaPlex will exhibit at SYS-CON's @CloudExpo, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. delaPlex pioneered Software Development as a Service (SDaaS), which provides scalable resources to build, test, and deploy software. It’s a fast and more reliable way to develop a new product or expand your in-house team.
For organizations that have amassed large sums of software complexity, taking a microservices approach is the first step toward DevOps and continuous improvement / development. Integrating system-level analysis with microservices makes it easier to change and add functionality to applications at any time without the increase of risk. Before you start big transformation projects or a cloud migration, make sure these changes won’t take down your entire organization.
SYS-CON Events announced today that IoT Now has been named “Media Sponsor” of SYS-CON's 20th International Cloud Expo, which will take place on June 6–8, 2017, at the Javits Center in New York City, NY. IoT Now explores the evolving opportunities and challenges facing CSPs, and it passes on some lessons learned from those who have taken the first steps in next-gen IoT services.
Updating DevOps to the latest production data slows down your development cycle. Probably it is due to slow, inefficient conventional storage and associated copy data management practices. In his session at @DevOpsSummit at 20th Cloud Expo, Dhiraj Sehgal, in Product and Solution at Tintri, will talk about DevOps and cloud-focused storage to update hundreds of child VMs (different flavors) with updates from a master VM in minutes, saving hours or even days in each development cycle. He will also...
Extreme Computing is the ability to leverage highly performant infrastructure and software to accelerate Big Data, machine learning, HPC, and Enterprise applications. High IOPS Storage, low-latency networks, in-memory databases, GPUs and other parallel accelerators are being used to achieve faster results and help businesses make better decisions. In his session at 18th Cloud Expo, Michael O'Neill, Strategic Business Development at NVIDIA, focused on some of the unique ways extreme computing is...
The explosion of new web/cloud/IoT-based applications and the data they generate are transforming our world right before our eyes. In this rush to adopt these new technologies, organizations are often ignoring fundamental questions concerning who owns the data and failing to ask for permission to conduct invasive surveillance of their customers. Organizations that are not transparent about how their systems gather data telemetry without offering shared data ownership risk product rejection, regu...
SYS-CON Events announced today that WineSOFT will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Based in Seoul and Irvine, WineSOFT is an innovative software house focusing on internet infrastructure solutions. The venture started as a bootstrap start-up in 2010 by focusing on making the internet faster and more powerful. WineSOFT’s knowledge is based on the expertise of TCP/IP, VPN, SSL, peer-to-peer, mob...
The Internet of Things can drive efficiency for airlines and airports. In their session at @ThingsExpo, Shyam Varan Nath, Principal Architect with GE, and Sudip Majumder, senior director of development at Oracle, discussed the technical details of the connected airline baggage and related social media solutions. These IoT applications will enhance travelers' journey experience and drive efficiency for the airlines and the airports.
With billions of sensors deployed worldwide, the amount of machine-generated data will soon exceed what our networks can handle. But consumers and businesses will expect seamless experiences and real-time responsiveness. What does this mean for IoT devices and the infrastructure that supports them? More of the data will need to be handled at - or closer to - the devices themselves.
SYS-CON Events announced today that Dataloop.IO, an innovator in cloud IT-monitoring whose products help organizations save time and money, has been named “Bronze Sponsor” of SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Dataloop.IO is an emerging software company on the cutting edge of major IT-infrastructure trends including cloud computing and microservices. The company, founded in the UK but now based in San Fran...
Big Data, cloud, analytics, contextual information, wearable tech, sensors, mobility, and WebRTC: together, these advances have created a perfect storm of technologies that are disrupting and transforming classic communications models and ecosystems. In his session at @ThingsExpo, Erik Perotti, Senior Manager of New Ventures on Plantronics’ Innovation team, provided an overview of this technological shift, including associated business and consumer communications impacts, and opportunities it m...
The financial services market is one of the most data-driven industries in the world, yet it’s bogged down by legacy CPU technologies that simply can’t keep up with the task of querying and visualizing billions of records. In his session at 20th Cloud Expo, Jared Parker, Director of Financial Services at Kinetica, will discuss how the advent of advanced in-database analytics on the GPU makes it possible to run sophisticated data science workloads on the same database that is housing the rich inf...
In his keynote at @ThingsExpo, Chris Matthieu, Director of IoT Engineering at Citrix and co-founder and CTO of Octoblu, focused on building an IoT platform and company. He provided a behind-the-scenes look at Octoblu’s platform, business, and pivots along the way (including the Citrix acquisition of Octoblu).