MEC will provide media planning, research and insight to Edison, a new division created within public relations agency Cohn & Wolfe, aimed at targeting communications campaigns more effectively and using consumer insight to develop creative campaigns.
Claire Mann, previously managing director of consumer at Cohn & Wolfe, will run the new venture as insight and creative director.
Steve Hatch, managing director of MEC, said he intends to tap into Edison to offer clients services such as reputation management. Edison will also appoint a brand planner to work with MEC and link Edison to a similar venture already launched at Cohn & Wolfe New York.
Hatch said that PR is a "natural area of extension" for media agencies, noting that agencies are well placed to identify influential companies and people.