Media technology

MDC Partners forms a new network to unite the power of media, technology and data


Michael Bassick and Brad Sims to lead the collaboration group

NEW YORK, July 9, 2019 /PRNewswire/ — (NASDAQ: MDCA) — MDC Partners Inc. today announced the formation of a new media, technology and data network designed to place addressability at the center of advertising strategy and creative media execution. The group aligns MDC Media Partners – including award-winning data-centric media agency Assembly – with GALE, a fast-growing global data, technology, CRM and addressable content agency. The collaborative network will be led by an MDC veteran and a digital media manager Michael Bassick and GALE Founder and CEO Brad Sims, as co-chairs. The group gives its clients access to a full range of expert media partners who can lead all media strategy, planning and buying services, as well as programmatic buying and barter, to create a more seamless pattern of customer partnership opportunities informed by data and analytics.

At the same time, Bassik becomes CEO of Assembly and will oversee MDC Media Partners’ portfolio of media and content agencies, including Allegory, Attention, EnPlay, Trade X Partners, Unique Influence and the independent commerce consulting firm of network media, Varick.

“Today marks the first in a series of actions bringing together top MDC Partners talent in collaborative networks to benefit our clients, establishing a new group built around data, technology, media and content. “, said Mark Penn, Chairman and CEO of MDC Partners. “In just five years, Assembly has gone from an idea to one of the nation’s most beloved media agencies, thanks in large part to its ambitious approach to data and analytics. Today, we cross the next step to enhance and complement this offering, creating a truly progressive solution for marketers as creative and content increasingly take digital applications and media trends toward addressability.”

Together, the network has global offices in new York, Detroit, Los Angeles, Austin, Toronto, Singapore and Bengaluru. The new network will align world-class experts in media strategy, planning, buying, data, analytics and trading, with leading CRM specialists, data scientists, technologists and content creators plan, forming a collaborative and multidisciplinary team of more than 600 employees.

“I am honored to join this talented team and leverage their significant investments in media, data and technology to drive even better business outcomes for our clients,” said Bassik, who joined MDC Partners as President of Global Digital Operations in 2014, and most recently served as Founder and CEO of MDC’s specialty network, Yes and Company. “There’s no better time to align with GALE to create a cohesive offering that can work across all channels to act on informed and powerful insights, build on our legacy of innovation and create the measurable impact, transparency and quality that customers deserve.”

“GALE was designed to help brands connect with people through data-driven insights and addressable creatives,” Simms said. “Too many agencies are operating in their own bubbles, confined to siled business models that no longer work in the best interests of clients. This alliance will help us bring even deeper expertise to clients in service of this mission. ‘comprehensive offering, we form a strategic and executive team capable of improving the power and performance of brand marketing and media across digital and traditional channels.

Launched to provide brands with innovative media solutions and powered by a proprietary data stack designed to power sophisticated media and investment strategies, Assembly has quickly established itself as a named leader in The Forrester Wave™: Full-Service Media Agencies , Q1 2019 and Ad Age Media Agency of the Year 2018.

Specializing in CRM, loyalty, marketing transformation and addressable communications, GALE is a next-generation agency focused on changing the trajectory of a brand’s performance through its proprietary toolset, including Alchemy™, a customer data platform, and Ask GALE™, a consumer information platform.

About MDC Partners Inc.
MDC Partners is one of the most influential marketing and communication networks in the world. As “The Place Where Great Talent Lives”, MDC Partners is famous for its innovative advertising, PR, branding, digital, social and event partners who are responsible for some of the most memorable and effective campaigns for talent. most respected in the world. brands. By leveraging technology, data analytics, insights and strategic advisory solutions, MDC Partners drives creative excellence, business growth and measurable return on marketing investment for more than 1,700 clients in the world. For more information about MDC Partners and its partner companies, visit our website at and follow us on Twitter at

About MDC Media Partners
MDC Media Partners is home to Assembly, an award-winning media network built in the digital age and powered by data, which was recognized as the 2018 Media Agency of the Year by Ad Age. With a portfolio of media and content agencies that includes Allegory, Attention, EnPlay, Trade X Partners, Unique Influence and independent media commerce consultancy Varick, MDC Media Partners takes progressive marketers to new levels. of success and the most ambitious talents for new levels of success. For more information:

About GALE
Both a consultancy and a creative agency, GALE is purpose-built to solve complex marketing problems. With expertise in CRM, loyalty, marketing transformation and addressable communications, GALE delivers strong business results. Founded in 2014, the agency currently has offices in new York, Singapore, Toronto and Bengaluru. For more information about GALE and its Alchemy™ customer data platform, visit:


Alexandra Delanghe Ewing

Head of Communications


[email protected]

SOURCEMDC Partners Inc.

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