VIEQUES, PR – Having worked nearly two decades for a major holding company media agency, Francois Lee prefers the “pipeline” of data that runs through MDC Partners’ Assembly to “siloed verticals.”
When MDC launched Assembly three years ago, it combined the prowess of TargetCast, RJ Palmer and Doner Media under one roof. Lee joined in 2015 from MediaVest, where he had spent 16 years and seen enough silos.
“We had a lot of leeway to build what we need in the marketplace versus inheriting what’s already there,” Lee, who is EVP of Investment at Assembly, says in this interview at the 2017 Beet.TV Executive Retreat. “Having everything under one roof helps us build a pipeline that goes through the entire company in sharing, accessing and analyzing the data.”
Lee’s background is in traditional TV video landscape, where there was far less data to inform decision making. “We have more information than before in seeing what networks, what dayparts, what spots are working harder for us,” he says. “I’m excited about having more data available to me in the way I activate.”
Having all teams under one roof is another plus. “I sit very close with the analytics team to see what’s working, what’s not working. Having everything under one roof helps us build a pipeline that goes through the entire company in sharing, accessing and analyzing the data.”
In addition to having data and analytics at the company’s core, Assembly takes a different tack when it comes to media buying practices that have raised eyebrows in the client community.
“We also strongly believe in building everything around a very transparent model,” Lee says.