CMI Media Group and Compas: 2023

CMI Media Group and Compas

2000 Market Street, Suite 2975, Philadelphia, PA 19103 

215-568-5944 • [email protected] • cmimedia.com

Quick Facts

Accounts

• Active business clients: 36

Services mix

• Full-service, non-personal promotion planning and buying, and investment management: 91%
• Data and customer insights: 9%

 

As the industry buzzes about the power of omnichannel marketing, leaders at CMI Media Group and Compas state that the agency has raised the bar with its approach (and a newly coined term): omnidynamic.  “Omnidynamic marketing breaks free of business rule-based constraints,” executives say. “It is fueled with variable and modular content across marketing channels, and each customer can be served a unique experience that is attuned to their specific in-the-moment needs. It prioritizes and automates the content product process. It significantly reduces label change downtime by seamlessly toggling campaigns from branded to unbranded by using a consistent and templated message structure. And most importantly it makes a unique customer sequence possible and scalable which supports CMI Media Group and Compas’ approach where everything is centered around the ecosystem of the individual.”  

“Within our technology, data, media capabilities, people and years of outcomes-driven expertise at our core, we have been leading on the omnidynamic front,” says Dr. Susan Dorfman, president and CEO, CMI Media Group. 

Executives say omnidynamic marketing is what unifies data, audience, creative, and marketing technologies into a coherent strategy for elevated customer interactions. Agency leadership maintains this continued innovation is one of many reasons clients flock to CMI Media Group and Compas – and stay, with one of the industry’s longest client-tenure records. 

Recent accomplishments

Steady and consistent growth has continued for CMI Media Group and Compas. According to the leadership team, over the last decade, CMI Media Group and Compas combined have had more than 602 percent revenue growth, and 557 percent staff growth. For the third time, it was recognized by Adweek as one of the fastest growing agencies in the world.

Last year the agency launched its Audience Intelligence Group, a new department that combines CMI Media Group’s market research and social intelligence capabilities into one group, and provides more synergies and collaboration to best inform media strategies and deliverables. 

Another strategic move was the connection of audience intelligence to the communications planning team. Agency leaders say this partnership allows for the communications planning team to have access to a dedicated partner to bring forth important research that will ultimately fuel communications, brand planning, and strategy. 

Additionally, the agency invested in its innovation team and a number of centers of excellence, such as social media, audio, OOH, video, point-of-care, and inclusive media. 

Agency leaders point to the company’s recent celebration of the 10th anniversary of its platform, Empower. They believe it is the industry’s first and only people-first precision and performance data platform that manages the complete marketing process and supports the agency’s omnidynamic approach. 

According to the leadership team, award wins spanned recognition for the company’s work and culture, including recognition as a top and most innovative agency in various categories by Med Ad News, MM+M, Adweek, PM360, and Ad Age. 

CMI Media Group and Compas executives highlight the agency’s culture, which starts with living the employee value proposition, “Brilliant Minds. Big Hearts. Bold Opportunities,” which creates an inclusive culture where integrity and service are paramount, while providing opportunities for development and career growth. 

Managers say another 2022 accomplishment was the launch of University Learning Services, a dedicated team that supports the agency’s ability to scale and create dynamic career pathing. 

According to executives, onclusion and diversity is a major focus, which is why CMI Media Group launched an inclusive media offering, leveraging its position and capabilities in bringing diversity equity and inclusivity to media. 

The agency partnered with research firm Community Marketing and Insights to create multiple studies focusing on the healthcare communications needs of LGBTQ+ consumers. 

The agency also partnered with parent company WPP on a campaign that shed more light on the needs in women’s health.

Additionally, the agency has seven employee resource groups: AZAP (Asian American Pacific Islander ERG), BRAAVE (Bringing Relevance to the African American Vision and Experience), (HER)story (Women and Gender Equality ERG), Mi Gente Unidos (Hispanic/Latinx ERG), PLUS+ (Promoting LGBTQ+ Understanding and Solidarity), Shalom (Jewish ERG), and Thrive (Health and Wellness ERG).

Structure and services

CMI Media Group and Compas are structured to address the challenges and core needs of its customers, prospects, and supplier partners.

The agency’s services include strategic media/promotional planning and buying; co-marketing opportunities; promotional execution and investment management/buying services; addressable and connected TV; customer insights and analytics; supplier alliance management; primary market research; programmatic display, audio, and video; search engine marketing and SEO; social listening and advertising; content planning; and global reprints.

The agency’s proprietary technology and solutions include  Empower; Media Vitals, which has consumer and prescriber data; performance-based compensation models such as Own the Audience and Compas Media Buying; AdMission (programmatic); PROACT (CXM); and PROACT Rep.

Future plans

CMI Media Group launched its global omnidyanamic capability by expanding its presence globally with a regional hub in London, with additional offices to come, executives say.

The agency has been working with partners to offer global services to multiple healthcare clients and will continue this momentum with its newly established global presence, managers say.

To mark this milestone, CMI Media Group released research in collaboration with partner Medscape, concentrating on how physicians throughout Europe engage with personal and non-personal promotion. 

Managers say CMI Media Group and Compas are focused on sustainability and decreasing its own and clients’ carbon footprint. This initiative is led by the agency’s Regenerative Media Council. “Some actions CMI Media Group and Compas are taking to help drive this needed change are as follows; avoiding greenwashing, asking publishers to share sustainability and CO₂ emissions data so we are able to make better decisions, evaluating a client’s net zero goals or helping them create goals; using that to create an action plan and consulting them to become sustainability leaders, transparency in reporting on behalf of clients, teams working on eliminating single use plastics in office, and environmentalism volunteer work.”

Philanthropy/citizenship

Giving back to the community is a cornerstone of the  corporate culture, and that philanthropic spirit was seen quite a bit in 2022. “It was the first year that the organization worked with its ERGs to align traditional volunteer days to coincide with important national days of recognition that represent an opportunity to help their community, to get educated, or to lend support to a cause that is important to them,” executives say. 

The agency will be hosting four volunteer days in 2023, each structured the same, with portions of the day involving philanthropy, and a focus of education, advocating, and allyship for underrepresented groups. 

Employees’ volunteer hours and monetary donations were made to a wide range of nonprofits spanning healthcare and social issues, as well as providing resources to families in need. Additionally, the agencies donated to organizations, identified by their employee resource groups, on behalf of their clients and partners for the holiday season. 

CMI Media Group and Compas continued to fundraise and raise awareness for the Liguori Academy library, which officially opened to students in 2021. Beginning in 2020, CMI Media Group and Compas employees rallied to raise funds to fill a room with the books on Liguori teachers’ wish lists. The agency continued donating books and other necessities, both from corporate and employee donations.