MediaHub will now manage Dropbox’s media account. According to sources, they won the Dropbox account after a review, it is said that they beat out Starcom. Starcom had handled some media duties for Dropbox in the past. No official statement has been made by Starcom to verify or deny the allegation.
Mediahub and Dropbox’s Media Plan
In a statement, Dropbox says that Mediahub was chosen because they had the best strategic plan on how to achieve their communications goal. The media strategy company suggested that Dropbox focus on moments when their audience is most amenable to hearing and seeing their communications. They also suggested that Dropbox avoids communicating with their audience through disruptions. Dropbox also said that Mediahub was chosen because the two brands have similar cultures, they believe that Mediahub would easily fit into their visions, values and plans.
John Moore, Mediahub’s global president said the RFI Dropbox issued caught his eye because of its emphasis on “unleashing creativity”, a philosophy the agency shares with the brand.
The media strategy company will help Dropbox reposition its brand. Dropbox seeks to position itself as the leader in helping problem solvers achieve their goals through collaborations. In a bid to promote collaborations, The media strategy company will be working “very closely” with Dropbox’s lead creative partner, 72andSunny. They have already released an online 15-second video that shows how the brand’s “help teams find their flow.
Dropbox was founded by Drew Houston and Arash Ferdowsi in 2007. It is a file hosting service that offers cloud storage, file synchronization, personal cloud, and client software. Dropbox allows you to store files, share files and collaborate on projects.
Mediahub is the global media planning and buying arm of MullenLowe Group, with offices in 14 markets and more than 500 employees around the world. They develop media plans for major brands. Their clients include Chipotle, Eurosport, Lenovo, Netflix, and Western Union. They are an award-winning brand, in both 2016 and 2017, MediaPost named Mediahub Creative Media Agency of the Year.