{"id":68479,"date":"2025-03-13T12:07:06","date_gmt":"2025-03-13T12:07:06","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2025\/03\/13\/barkleyokrp-sets-up-media-agency-missionone\/"},"modified":"2025-03-13T12:08:45","modified_gmt":"2025-03-13T12:08:45","slug":"barkleyokrp-sets-up-media-agency-missionone","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2025\/03\/13\/barkleyokrp-sets-up-media-agency-missionone\/","title":{"rendered":"BarkleyOKRP Sets Up Media Agency MissionOne"},"content":{"rendered":"

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BarkleyOKRP is the most recent indie company to spin up a media providing.\u00a0<\/p>\n

On Thursday (March 13), the Kansas Metropolis-based full-service company introduced the launch of MissionOne Media, an unbiased media providing underneath the BarkleyOKRP umbrella.\u00a0<\/p>\n

Led by media company veteran Sean Corcoran as president, MissionOne will present full-funnel media planning and shopping for providers, in addition to CRM, knowledge, analytics, retail media, and digital experiences. It is going to work intently with BarkleyOKRP\u2019s artistic groups to supply built-in options whereas additionally working with shoppers independently.\u00a0<\/p>\n

The company presently manages $1 billion in billings and works with shoppers together with the Nationwide Pork Board, Suja Life, TGL, Mariner, AMC, Ruiz Meals, The Vitamin Shoppe, Rawlings, and International Industrial. It operates within the U.S. solely.<\/p>\n

MissionOne was fashioned out of BarkleyOKRP\u2019s current 200-person media and analytics division and its tech stack is powered by Adlucent, the digital efficiency advertising company BarkleyOKRP acquired in Might 2024.\u00a0<\/p>\n

\u201cThere is a gigantic alternative in media to compete at a holistic degree,\u201d Corcoran informed ADWEEK. \u201cWe positively have the size that\u2019s larger than your common boutique. We\u2019re not fairly the scale of a holding firm, however we expect that\u2019s factor in right now\u2019s world.\u201d<\/p>\n

Corcoran joined BarkleyOKRP as president of media and analytics in August from Mediahub, the place he was most not too long ago U.S. CEO. Throughout his greater than 12 years there, Mediahub grew from a division of MullenLowe to finally spin out as an unbiased media company a part of the IPG Mediabrands community.<\/p>\n

Since he joined, he has introduced on a management workforce that features former brand-side marketer Pat LaCroix as EVP of media and development; former Mediahub and Martin Company exec Demian Brink as chief knowledge and analytics officer; company and advert tech vet Dan Davies as EVP product; and media company vet Ernest Meadows III as EVP planning.<\/p>\n

As well as, the present BarkleyOKRP media management workforce, which incorporates chief media officer Reshma Karnik; SVP knowledge and analytics Madeline Juneau; SVP knowledge and tech Matt Zeiger; SVP Enterprise Operations Sue Krieg; and SVP CRM Benjamin McCabe, will be part of MissionOne.\u00a0<\/p>\n

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Impartial and built-in<\/strong><\/h4>\n

Corcoran stated that now was the correct time to spin out MissionOne as an unbiased providing as a result of as holding firm media networks remodel into platforms that add \u201cone other layer of shopping for and reselling media\u201d to the method, shoppers are on the lookout for \u201cnice partnership.\u201d<\/p>\n

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\u201cI wish to be a associate; I don\u2019t essentially must resell you media,\u201d he stated. \u201cI perceive the need of that from an financial standpoint at a sure scale, but it surely\u2019s not one thing we have to do.\u201d<\/p>\n

One other benefit for MissionOne might be entry to BarkleyOKRP\u2019s creatives. Presently about half of MissionOne\u2019s shoppers are working with each companies and the opposite half are unbiased media shoppers.<\/p>\n

\u201cI like that ratio,\u201d Corcoran stated. \u201cWe wish to have shoppers which are mixed artistic and media, however we would like a scaled media and analytics arm as effectively with the intention to entice shoppers and expertise.\u201d<\/p>\n

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Corcoran views MissionOne\u2019s aggressive set as different scaled independents and midsize holding corporations. He stated the company\u2019s perfect shopper spends between $50 million to $150 million on media and is seeking to wrestle again transparency and management over an more and more automated and opaque media shopping for course of.<\/p>\n

\u201cThe massive platforms, whereas they’re nice companions, have constructed, basically, instruments which are doing the work itself. With [that and] principal shopping for, there’s all types of bias in every single place operating in opposition to the advertiser,\u201d he stated. \u201cWe\u2019re not right here to create bias. We\u2019re right here to take away bias. I wish to be the company individuals look to and say, \u2018They’re being nice companions.\u2019\u201d\u00a0<\/p>\n

PE-backed<\/strong><\/h4>\n

The launch of MissionOne Media is the most recent strategic transfer from BarkleyOKRP for the reason that companies merged final March with backing from personal fairness agency Keystone Capital.<\/p>\n

Below a brand new \u201chuge indie\u201d positioning, BarkleyOKRP then acquired Austin, TX-based Adlucent two months later, including heft to its media and analytics division.\u00a0<\/p>\n

Corcoran stated MissionOne has ambitions to develop to handle \u201ca number of billion\u201d {dollars} in billings. He stated with Keystone\u2019s backing, the company is potential acquisitions and bringing on expertise that \u201ccan grow to be strategic companions to shoppers.\u201d\u00a0<\/p>\n

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\u201cWe wish to be actually cognizant that the service degree is admittedly necessary right here. Simply handing over the keys to tech doesn\u2019t work,\u201d he stated.\u00a0<\/p>\n

Nevertheless, he needs to maintain the workforce lean at round 1,000 to 2,000 individuals backed by \u201ca really robust functionality.\u201d<\/p>\n

\u201cIn some unspecified time in the future, common catches as much as you if you happen to get too huge,\u201d he stated. \u201cWe don\u2019t have ambition to be small, however that Goldilocks dimension that sits between the boutiques and the holding corporations is the place we wish to be.\u201d\u00a0<\/p>\n<\/div>\n