Media agency MediaCom has launched the UK’s largest ‘Google Practice’, a dedicated team of 250 experts that will deliver a more comprehensive and specialist service across the Google ecosystem to its clients.

Headquartered in MediaCom North’s offices in Manchester, the practice is another welcome boost for the North’s fledgling reputation as a media and advertising hub of the UK.

Against the backdrop of a changing data and privacy landscape – with third-party cookies removed completely in 2022 and first-party data set to become the new normal – the practice will provide the full suite of Google services to all MediaCom’s UK clients. These include dynamic creative optimisation, programmatic, media/ad tech, paid & organic search, web analytics, UX & conversion and first-party data & advanced analytics, which will all be under one umbrella community.

The launch of the practice – led by MediaCom North Group and spanning all five MediaCom offices in the UK – is part of the company’s ongoing digital commitment and the first in a series of three specialist groups launched by the agency this year. As client challenges continue to adapt and services become increasingly complex, the community of experts will unlock a new level of support and help to scale Google’s services massively across the client base.

By combining all the products of Google’s ecosystem, the practice will offer better audience targeting, smarter optimisation and AI-driven automation, all delivering more effective campaigns both on and offsite across the full customer journey.

What’s more, MediaCom is also integrating Manchester-based digital product studio Code Computerlove (acquired in 2016), a specialist in creating brand experiences, to complement the practice’s digital journey proposition and deliver the onsite UX, analytics and optimisation elements.

Paul Cooper, COO at MediaCom North, commented: “This is a brilliant example of ‘One MediaCom’; led by our team in Manchester it builds on our recent DRUM recognition as one of the most respected digital operations in the UK. As we head towards a more privacy-first world, it’s imperative we give our clients the tools they need to stay ahead of their competitors by connecting all the dots within the Google Ecosystem to each other and their websites/apps, setting them up for a cookie-less future. It really does illustrate the strength of our capability in digital across the region and is great for the wider regional economy.”

Nicola Marsh, Managing Director at MediaCom North & Google Practice UK, said: “Our Google Practice is a win-win for everyone; our clients, our people, our partners and the industry in general. One of the things we’re most proud of is that this launch is another example of MediaCom North leading the charge in helping to redefine best practice and best-in-class services, reinforcing our position as a regional powerhouse in the media and adtech space. I’m convinced this new community of experts and practitioners will help drive real growth for our clients and deliver against their business objectives.”

Louis Georgiou, MD at Manchester-based CODE, said: “My involvement in the practice is to connect the offsite activity to the onsite experience, bringing Code’s capabilities in UX, Design, Analytics and Performance to deliver site experimentation and personalisation strategies. Combining these through audience insight, integration of the stack and first-party data is how we’re going to continue to drive future growth for our partners.”

The Google Practice is spearheaded by Richard Davies, CDO at MediaCom UK, Paul Cooper, COO at MediaCom North, Nicola Marsh, MD of MediaCom North and Google Practice UK, Louis Georgiou, MD at CODE and Kenny Skelton, Partner & Head of Google Practice.


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