Getting to know… MediaCom’s Urania Agas

MediaCom Canada introduced a new executive leadership team earlier this month, including the promotion of Urania Agas from president to CEO.

“Over the past 10 years, Urania has been an integral part in propelling MediaCom to one of the largest media agencies in Canada,” said GroupM Canada CEO Kevin Johnson in a release. “I am looking forward to seeing Urania’s vision come to life as she moves into her CEO role.”

MediaCom also appointed Kieran Miles as chief strategy officer; Lisa Kahn as executive director of planning; Jodi Peacock as executive director of client leadership; and Lucy Lee as chief financial officer.

“While a departure from our past, this new structure will ensure we are maximizing our ability to elevate our product and disciplines, while intertwining our departments to deliver on our mandate of seeing the bigger picture for our clients,” said Agas of the changes.

The Message also asked Agas if she would tell us a bit more about herself by answering some of “Getting to Know…” questions. Here’s what she told us.

Favourite thing about weekends? For me, weekends are a time for self-care and re-grounding after a busy work week. Saturdays are sacred for me and, unless there is an active project that requires ongoing management, I do not engage with my work phone. It’s one full day of complete disconnection and an opportunity to clear my mind. My Saturday routine usually starts at the gym with a total workout, visiting my favourite café on Harbord Street in Toronto, and then running errands. Sundays are dedicated to family, spending time catching up and enjoying a full dinner. The weekend reset allows me to recharge and set myself up for the week ahead.

Favourite book of all time and why? The Nightingale by Kristin Hannah. I am a huge fan of historical fiction, and this book detailing the lives of two sisters in German-occupied, war-torn France, was profoundly moving. The story is beautiful, and the characters felt real.

Where were you born and do you think it’s an important part of who you are? My parents immigrated from Greece to Canada in the early ’70s, and I was born in Toronto soon after. I enjoyed a very traditional Greek upbringing, with a house full of family and love. I left Toronto for university and returned immediately, having determined that I was a true city girl. I enjoy the multicultural melting pot of Toronto, where you can enjoy food and cultures from around the world. Accessibility to these experiences is important to me, and I don’t believe there’s a city in the world better suited to deliver.

Are you a morning person? What time do you set your alarm for? What time do you actually get up Unfortunately, I am not a morning person—however, I’m learning that there’s definitely some truth to the whole idea of becoming an early riser the older you get. I say “unfortunately” because I do feel there is a whole world I’m missing out on that only early birds are privy to. But honestly, I’ve come to terms with the fact that I probably won’t ever be part of it!

Generally, my alarm is set for 6:45 a.m., but my feet only touch the ground closer to 7:30. Even before the pandemic, I was fortunate to not have a long commute to work, so I was able to push it a little further before having to run out of the house!

Favourite thing about this industry? The pace of change. The business moves quickly, new media platforms and players are constantly entering the marketplace, and technology is advancing our ways of working. Though this can be daunting, I find it thrilling. We always need to be ready to learn and pivot, and this business does not allow you to rest on any laurels or pause to take a break. You must stay connected and plugged in all the time, otherwise, you’ll be left behind.

Least favourite thing about this industry? The commoditization of our work. Over the years, healthy competition has created more opportunity for creativity and strategic thinking. However, the stiff competition has created an inherent fear of losing client partners—which can be dangerous to the industry’s overall value equation. It’s important to remember that our work isn’t entirely quantified by the hours we’ve worked, but the value we’ve delivered to a client’s business.

David Brown