Multiply's on a mission

Meet Cathryn Adams, MCN's new Group Manager – Multiply Productions. 

Tell us about yourself prior to this role at MCN?
I started at Unilever working across just about every brand there at some stage in some capacity before joining MCN’s integration team on Sky News, Discovery and BBC. In 2014 I moved to WA as Marketing Manager for Kailis Jewellery, which was awesome, but I missed Sydney terribly, so just a few years later I’m back in my MCN family.

What are your plans as Group Manager for Multiply at MCN?
Make some awesome content! We have some really strong team members – creative, production management, filming and editing and we have worked with some of Sydney’s best directors, so there really is nothing we can’t do. I love stories and storytelling, so I plan on working with the team to tell some cool stories.

What do you love about storytelling?
I’m fascinated with the challenge that brands have to reach an increasingly segmented market with such enormous expectations on advertising quality. You really have to give audiences something – entertainment or something they can use - to get their attention.

How can Multiply help brands and businesses alike?
Brands are producing more content than ever before, because we consume content faster than ever before. Think about the rate at which our grandparents got through a movie or an ad. Slowly. Our brains are trained from birth to rapidly absorb vast amounts of information, so we do – when and wherever we can get it. At Multiply, we’re able to directly tap into the data and insights team to produce more engaging, entertaining content, which can then be distributed more effectively.

What campaigns are you and the team currently working on?
We have just launched content to support Cummins & Partner’s campaign for the Australian Psychological Society, demonstrating we can add simple, effective layers to campaigns. Recently, we worked with Tennis Australia to produce a TVC promoting the Hot Shots program for kids. Natalie Bassingthwaighte and her kids actually play tennis, and it was great timing with Nat’s appearance on I’m a Celebrity...Get Me Out of Here!. The success is real when there’s a genuine alignment between brands, talent and media.

Check out the spot below when Multiply Productions recently partnered with Tennis Australia and Zenith Australia to bring to life the family friendly nature of ANZ Tennis Hot Shots.

Do you have a favourite ad?
Too many. Usually anything irreverent and funny. I literally watched 50 Doritos commercials in a row the other day – random, clever, witty and not necessarily expensive. I’d like to see more ads like this – brands taking cost effective risks.

What does the future of content look like?
Audiences become members of communities according to viewing and media behaviour, and MCN has access to so many platforms and media brands which nurture this. Ultimately, as marketers, we’re all striving towards personalised advertising communications. I would expect to see brands maintain consistent over-arching messages, but take a highly targeted approach to creative execution and distribution.

Discover how Multiply can bring to life your client’s next campaign. Contact Cathryn.Adams@mcn.com.au
02 9209 6300