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Indie agency Known beats out incumbents to land AMC Networks’ media business


One consumer in a class is a win, two purchasers in the identical class is a battle, and three or extra turns into a specialty. That’s the way in which it appears to be going with unbiased company Recognized, which is turning into a significant store for media purchasers trying to market themselves in novel and disruptive methods.

Recognized simply beat out a handful of holding firm businesses, together with incumbent Dentsu, to land international media AOR duties for AMC Networks, the programming mini-conglomerate that runs flagship AMC together with BBC Networks, IFC, WE, Sundance Channel and a number of other streaming companies. The win shoots AMC Networks into top-five measurement amongst Recognized’s purchasers.

Duties embrace full-funnel media planning and shopping for throughout all media, with a deal with the programmer’s newest high-profile content material, a collection adaptation (and, AMC hopes, a brand new franchise) of Anne Rice’s “Interview With the Vampire” adopted by Rice’s “Mayfair Witches.” 

Recognized chairman and CEO Kern Schireson acknowledged the abundance of media and leisure purchasers (together with work for Hulu, Netflix, NBC Common, Warner Media and Discovery Networks) however mentioned the actual connection among the many purchasers Recognized attracts has extra to do with disruptors to their business, whether or not it’s plant-based proteins or finance upstarts.

“We are likely to get pulled in the place you’ve got [clients] asking broad questions like, ‘Our enterprise is altering, there’s acquired to be a greater means to do that’,” mentioned Schireson. “There’s acquired to be a extra scientific and data-driven means — one thing that actually sits throughout what’s turning into an more and more advanced ecosystem for entrepreneurs, significantly once they’re taking a look at a brand new enterprise mannequin.”

In essence, Recognized helps AMC Networks develop into extra of a direct-to-consumer consumer because the programmer expands into extra streaming choices on prime of its linear foothold. As Schireson defined, the programmer is increasing from a two-revenue stream mannequin (advert gross sales plus affiliate income) to a few streams: advert gross sales, affiliate income and subscription income. And that requires a contemporary method to advertising and marketing, he mentioned.

“Consolidating media planning and shopping for with Recognized enhances our capacity to evolve our enterprise and have interaction passionate followers with the content material they love, nevertheless they need to watch,” mentioned Len Fogge, AMC Networks’ president of promoting, in an announcement issued to the press. AMC is consolidating all its media efforts beneath one roof, as Dentsu had dealt with linear TV advert spend, whereas Allied World Media had dealt with extra social and efficiency media work.

Schireson added that the “actually cool math and science downside” to unravel as Recognized enters month two of working with Fogge and staff is discovering that proper stability of utilizing AMC Nets’ personal channels to market, versus investing elsewhere to search out the suitable viewers to tune into new programming in addition to previous hits like The Strolling Useless, Breaking Dangerous and Mad Males.

“There’s this actually fascinating alternative to enter a reasonably unconstrained optimization throughout all of those property, and to essentially ask massive questions on what’s the finest highest use of their stock within the market in pursuit of their advertising and marketing objectives?” he mentioned. “It’s one that only a few, only a few individuals truly ask.”

The 2-year-old company blends inventive with media, information science and technique, and was shaped by Schireson and Recognized president Ross Martin, who had labored collectively at Viacom. 

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Indie agency Known beats out incumbents to land AMC Networks’ media business



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