Middle East Communication Network (MCN), an advertising and marketing communications agency networks in the MENA region, announced the launch of Capella, a new specialized entity that will employ media tools to guide strategy through consumer insights, research and performance analytics.
Capella was conceived to leverage the ever-increasing volumes of Big Data being generated by brands and consumers. The MENA market is a dynamic, competitive environment, making insights obtained through data analysis a crucial advantage for any advertiser. The optimisation of media spend is key in the region.
Headquartered at MCN’s Hive building in Dubai, Capella will be led by George Papandreopoulos, who transferred to the region from the New York office of Interpublic Group, MCN’s parent network. While there, he held a senior role in forecasting and intelligence at Magna Global, the strategic global media unit of IPG Mediabrands.