IPG Mediabrands advertising & marketing assignments

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IPG Mediabrands is the umbrella entity created by Interpublic in 2008 to oversee the activities of the group's various media-related units. It is an equivalent to WPP's GroupM, Omnicom's OMG and Publicis Media. Initiative and UM (or Universal McCann) are the group's two main planning and buying networks. They were joined in 2012 by new launch BPN but that has remained a very much smaller entity. Its operations in North America were absorbed into Initiative in 2017, but it still operates in a few international markets. The group's MullenLowe network has its own separate media unit, Mediahub. Magna Global, originally created to handle group-wide buying in major markets on behalf of all IPG companies, is now primarily a research and market forecasting business. In addition IPG owns or part-owns a large number of smaller separately branded media agencies around the world, as well as a collection of specialist media-related units. These include out-of-home agency Rapport, barter specialist Orion, search and performance firm Reprise, mobile marketer Ansible, ad tech platform Cadreon and US-based direct response agency ID Media. In 2011 the group created IPG Media Lab to offer a centralised consultancy unit that would advise clients as well as the group's own agencies on emerging technologies in digital marketing and media. Daryl Lee is global CEO. COMvergence estimate combined billings for Mediabrands in 2020 of $18.3bn, making it once again the 5th largest of the major international media groups.

Capsule checked 22nd September 2021

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Recent stories from Adbrands Update:

Marketer Moves 19th Jan 2022: New global CMO at Mediabrands. See Marketer Moves (members only).

Adbrands Weekly Update 2nd Jun 2016: It was quite a quiet week for account assignments. Interpublic had the best of it, with two key wins for its media networks. The Government of the Netherlands, or Rijksoverheid, awarded its consolidated domestic media business to Initiative following a tender. It is one of the country's biggest advertisers. The planning business was previously split between four separate agencies, while buying had been managed by GroupM. Meanwhile, UM was reported to have won the global Tourism Australia account out of OMD.

Adbrands Weekly Update 29th Oct 2015: Interpublic has agreed to take a majority stake in Canada's biggest media independent, Media Experts. No price tag was disclosed and the agency will retain a separate identity under the IPG Mediabrands umbrella, working alongside UM and Initiative. Founder & CEO Mark Sherman is to remain as leader.

Adbrands Weekly Update 17th Sep 2015: So far at least, Interpublic's Mediabrands division is holding its own in the so-called "mediapalooza" review frenzy. Johnson & Johnson's US media business wasn't officially under review (unlike the international assignments) but this week, the healthcare giant said it would be transferring media buying for that mammoth account back to J3, the dedicated unit under the umbrella of IPG's UM network. The assignment had been handled for the past year by OMD.

Adbrands Weekly Update 12th Mar 2015: Matt Seiler is to step down in May as CEO of Interpublic's Mediabrands media umbrella in favour of Henry Tajer, currently group COO and CEO of Mediabrands Australia. Seiler will stay on for the remainder of 2015 as global chairman. 

Adbrands Weekly Update 5th Jun 2014: Mauricio Sabogal, president of Interpublic's low-profile third media network BPN, has resigned to join WPP's outdoor specialist Kinetic as CEO. It's the second high-profile departure at IPG's media division, following Jacki Kelley's resignation last week.

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