I’d been to New York a few times with friends and fell in love with the city. I had a smooth transition as I already knew people there, particularly through MPG and Media Contacts.
The market is huge and fast-paced. There are so many different agencies and the market is very competitive – we always seem to be pitching.
Media owners go to incredible lengths to promote their products. You get reps flying all the way from Los Angeles just to meet us to show us their product, and some really innovative ideas come out of those meetings – I’ve learnt so much since I’ve been here. Another difference is that the US seems a lot more open to ideas – it is more proactive. We regularly hold brainstorming sessions involving media owners, with a particular client’s objectives at the forefront.
Many media owners are integrating search and display, but not many agencies are yet following suit. With Media Contacts growing at such a pace, we have taken the step of becoming fully integrated.
Culture and social scene
It’s hard to put into words how great it is going out in New York. I was worried about settling in, but the company is so welcoming and it is so easy to make friends that I immediately felt at home. There’s so much happening on the media social scene as well – there are sometimes more than two parties a week, which is great for networking.
!One thing we can learn from New York?
The UK could learn from the relationships that US media agencies have with media owners. Here, we treat media owners more like partners and work together to achieve clients’ objectives. In the UK, media owners are classed more like reps and the approach is very much let’s see what you have to offer us rather than collaborative.
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