Tag: IPG Mediabrands

Singapore – IPG Mediabrands has announced the appointment of Kumar Kanagasabapathy as chief strategy officer for the Asia-Pacific region. Kanagasabapathy brings over two decades of experience leading cross-functional teams across major industry verticals to his new role. 

Previously, Kanagasabapathy served as global chief strategy officer of Rufus, an IPG Mediabrands network agency, where he played a key role in establishing the strategic craft and framework for the global Amazon business. 

Moreover, he has delivered breakthrough results for clients including Amazon, adidas, Target, NBCUniversal, and Disney, consistently blending data driven insights with creative flair and ingenuity to develop innovative strategic solutions.

He will be based in the IPG Mediabrands APAC RHQ in Singapore, reporting to Leigh Terry, CEO of IPG Mediabrands APAC. His appointment is effective immediately. 

Speaking on his appointment, Kumar said, “I am thrilled to join the IPG Mediabrands APAC team and contribute to the agency’s continued growth and success in this region. I’m passionate about partnering with clients to craft innovative, results-driven solutions.”

He added, “I believe that the future of media lies in challenging long-held fundamentals, embracing bold experimentation, and forging deeper, more meaningful connections between brands and consumers. Nowhere is this transformation more dynamic than in APAC, and I’m excited to be part of this journey.”

Meanwhile, Leigh commented, “Kumar’s exceptional strategic expertise and proven track record of success make him the ideal leader to drive our strategic vision forward in the APAC region. His deep understanding of the evolving media landscape, coupled with his ability to inspire and empower teams, will be invaluable as we navigate the complexities of the dynamic Asia-Pacific markets.” 

Singapore – UM, a global media agency network under IPG Mediabrands, is challenging brands to be distinct and evade blandness with the launch of its ‘Full Colour Media’ strategy.

Urging brands to take a more vibrant approach to media, UM’s ‘Full Colour Media’ is an omni-channel planning proposition and philosophy that aims to change the agency’s mindset and behaviours towards marketing and branding.

The new proposition includes the use of artificial intelligence (AI), which can have a normative nature if not trained effectively. UM’s new model provides insights on how marketers can apply the distinct qualities of a brand when using AI, making it effective and efficient.

The proposition is backed by research on brand-building, which analyses unique brand patterns to identify nuances in brand behaviours. UM collaborated with Felipe Thomaz, associate professor of marketing at the University of Oxford.

Insights gained from the study allowed UM’s model to predict key components of brand growth, helping marketers tailor solutions for brands.

“Full Colour Media is an omni-channel planning proposition designed to combat the existential threat of brands becoming bland. It unlocks the power of human ingenuity in a world where AI’s normative mechanic threatens not just a race to the bottom, but a race to the mean. To win the growth race for our valued clients, we need strategies that ‘Stand Against Bland,” Susan Kingston-Brown, global brand president at UM, said.

“This new approach seamlessly blends the visibility of high-quality media impact with the vibrancy and variability of smaller, deeper touchpoints, creating a spectrum of media stories that come together to drive brand growth. In a world dominated by algorithm-driven media, it challenges outdated linear models and black-and-white decision-making to drive real ‘difference’ and brand growth,” Kingston-Brown said.

“Before we push the AI button, we must understand exactly what differentiates a brand so that we can train that AI to work effectively for us and make a Stand Against Bland,” continued Kingston-Brown. “Brand patterns enable us to understand the complexity, nuances and uniqueness of every brand – allowing us to elevate and distinguish them within their category –  ensuring our communications deliver a disproportionately positive effect in market,” she added. 

“This is a game-changer for our clients and for the industry as a whole. UM’s Full Colour Media approach is a powerful example of how the network is driving innovation in the media landscape. By embracing the power of data and human ingenuity, UM is not only helping brands stand out in a crowded marketplace but also shaping the future of brand building,” Leigh Terry, CEO of IPG Mediabrands APAC, commented.

“With the level of computational power and data at our fingertips today, there is a huge opportunity to go beyond simplified marketing models like the funnel. We need a model that embraces complexity and leverages pattern recognition to define and quantify the unique nature of each brand. Our findings demonstrate that understanding and exploiting what makes a brand different is the number one driver of brand growth. This will only become more important as AI become more pervasive,” Dan Chapman, global chief strategy Officer at UM, said.

Singapore – IPG Mediabrands has confirmed the appointment of James Hawkins to the newly-created position of chief client officer at IPG Mediabrands APAC.

“IPG Mediabrands remain focused on delivering innovative and exceptional client experiences in a rapidly evolving media landscape. We are excited to deploy James’ in-depth knowledge and transformative experience across the Asia-Pacific region,” Leigh Terry, CEO at IPG Mediabrands APAC said.

Hawkins was most recently the chief executive officer of PHD in Asia-Pacific, and held the role from October 2018 to October 2024, when he recently stepped down.

He was also previously the managing director of dentsu X in Asia-Pacific, and also held other C-Suite positions for dentsu across Asia-Pacific.

His appointment comes after Omnicom Group has confirmed that its board of directors have unanimously approved a definitive agreement pursuant to which Omnicom will acquire Interpublic Group (IPG) in a stock-for-stock transaction.

Malaysia – IPG Mediabrands, a media holding company under Interpublic Group, has appointed Darren Yuen as chief executive officer (CEO) in Malaysia.

Yuen takes over the role previously held by Bala Pomaleh for eight years. With his new position, Yuen is set to drive IPG Mediabrands growth.

Previously, Yuen held the role of CEO at Initiative Malaysia. He has over 27 years of experience in the industry, spending eight years within the IPG Mediabrands network in Malaysia.

Leigh Terry, CEO of IPG Mediabrands APAC, said, “I could not be more pleased to appoint the Malaysia CEO from within our own network ranks. With his passion, drive, and unsurpassed knowledge of the Malaysian media landscape, Darren embodies our commitment to craft and innovation on this strategic transformation journey.”

“Bala has spent 8.5 years building IPG Mediabrands Malaysia to the much celebrated, industry-leading media network it stands proud as today. He leaves with our thanks and appreciation for his commitment and lasting impact,” Terry added.

“I am honoured to take on the role of CEO IPG Mediabrands Malaysia. This is such an exciting time for our business, and a fantastic opportunity to empower our talented network of people to push the boundaries of how we can deliver exceptional value to our clients,” Yuen commented.

Sydney, Australia – IPG Mediabrands Australia has announced the appointment of Harry Preston as the new managing director of MBCS Australia. 

Preston will be taking over from Olivia Warren, who has been promoted to Global Managing Director of Traverse32, IPG’s independent development and production studio based in New York. 

Having previously held leadership roles within the IPG network, Preston brings over two decades of experience in the media and technology industry. Currently, he is the national general manager of Hogarth.

“It’s always gratifying to see our home-grown talent being tapped on the shoulder to take on global roles. Olivia was the driving force behind establishing the MBCS brand in Australia on the back of several incredibly successful client campaigns. We know that she will continue that forward trajectory at Traverse32,” Mark Coad, chief executive officer at IPG Mediabrands Australia, said.

“We are very excited to appoint Harry Preston as the new Managing Director of MBCS Australia. With his passion and expertise for driving brand commerce, Harry is perfectly positioned to lead our efforts in creating breakthrough experiences for our clients, connecting brands with consumers in meaningful ways,” Coad added.

Preston commented, “I am honored to take on the role of Managing Director at MBCS Australia. Some of the fondest memories of my career were spent at IPG Mediabrands so I’m excited to return and build on the amazing legacy Olivia leaves. It’s an exciting time for the business, and a fantastic opportunity to work with such a talented group of people to push the boundaries of what we can achieve in the content space.”

Preston’s position is effective starting Nov. 1. 

India – IPG Mediabrands, the media holding company within the Interpublic Group, has unveiled its new global Centre of Excellence in Pune, India, aiming to drive advanced media activation and foster next-generation growth.

Located at the International Tech Park in Kharadi, Pune, the new office will act as a crucial hub for media activation, product development, and engineering, serving over 500 clients worldwide across various industries. It is expected to more than double the headcount over the next two years. 

The new 62,000-square-foot state-of-the-art office features an array of modern amenities, including a rooftop sports area with basketball and tennis facilities, a gym, and a walking track. Additional perks include a crèche for employees’ children, a 24-hour canteen, flexible workspaces designed for collaboration, and dedicated company transportation.

Ankita Agarwal, executive head of global operations at KINESSO, said, “We are thrilled to expand our presence into Pune and create a world-class workplace for our talented team. This office will be instrumental in implementing the highest standards of media activation, enhancing operational efficiency, and delivering exceptional value to our clients.” 

Jarrod Martin, global CEO of KINESSO and Acxiom, added, “We have built a network of global capability centres providing essential services, and India is our single biggest hub market, servicing other countries around the world. By centralising all these capabilities in one location, the Pune GCC will enable us to implement the highest standards of media activation across all campaigns and brands, facilitate shared learnings, and enhance product development. India is a world-leading source of advanced talent, and IPG Mediabrands is committed to tapping into this expertise to elevate our product and service delivery to clients.” 

Meanwhile, Shashi Sinha, CEO of IPG Mediabrands India, commented, “The launch of the IPG Mediabrands Pune GCC is a significant milestone in our growth journey, expanding our existing footprint, which already includes offices across Mumbai, Bangalore, Delhi, Chennai, Kochi, and Kolkata. In the last 12 months, we have doubled in size, and with continued growth trajectory, we anticipate India becoming the second largest IPG Mediabrands market by employee headcount over the next two years. This not only underscores our continued commitment to investing in India but also highlights our strategic focus on leveraging advanced talent to drive media innovation.” 

The IPG Mediabrands Pune office is now officially operational and will provide services across diverse areas such as biddable media, analytics, and media operations, with a strong focus on innovation and execution.

Sydney, Australia – KINESSO Commerce, IPG Mediabrands’ technology-driven commerce subsidiary, announced a global partnership with Vudoo, a technology company and content commerce expert. As part of this partnership, KINESSO Commerce’s activated media and Vudoo’s innovative shoppable ad technology have joined forces to offer an always-on commerce media solution that makes content shoppable 24/7 on the open web. 

KINESSO Commerce has created an end-to-end solution called “ShopNow,” which includes Vudoo technology, KINESSO’s activation and performance capabilities, and creative solutions from IPG Mediabrands. 

The partnership offers KINESSO clients increased transparency and visibility into the consumer journey, including whether or not a customer completes a purchase after adding items to their basket. It is a first-to-market worldwide solution across commerce partners, including Amazon. With a number of Australian retailers, the worldwide alliance will debut in the Australian market. Additional rollouts are planned for the UK, US, and APAC, as well as a wider range of clients. 

The combination of Vudoo’s real-time first-party data capture and KINESSO Commerce’s measurement and analytics expertise will improve KINESSO Commerce’s optimization capabilities and increase conversions for the agency’s clients. For the benefit of the larger IPG Mediabrands network, KINESSO Commerce will now be able to improve its off-retailer website and content creation services. Vudoo’s interactive video capabilities will allow digital advertisers to access customer intent signals that are now unavailable in traditional video formats, providing consumers the ability to choose what they want to view and how their user journey unfolds.

Speaking about the partnership, Hope Williams, KINESSO Australia’s head of Commerce, said, “Vudoo’s vision aligns perfectly with ours at KINESSO Commerce—we believe every story we tell needs a ‘buy button’ to ensure a seamless consumer experience, which has become a fundamental expectation for brands today, especially with younger digital-native audiences. We are confident this partnership will redefine how our global brands engage with consumers on the open web.” 

He added, “Our commitment to providing a globally scalable, end-to-end solution—including creative production, activation and insights, paired with Vudoo’s world-class commerce technology —is a testament to our dedication to client growth and success in the face of digital disruption.” 

Meanwhile, Nick Morgan, Vudoo’s CEO and Founder, commented, “We’re thrilled to announce our alliance with KINESSO Commerce, enabling consumers to shop directly from ads and content, and helping retailers achieve greater reach. This partnership is a testament to Vudoo’s commitment to innovation and our vision for a future where shopping everywhere becomes a seamless reality for consumers worldwide. Together, we hope to set a global precedent of transforming traditional advertising by making every piece of content shoppable directly on the open web.” 

Lastly, Amie Owen, KINESSO Commerce’s global chief growth officer, said, “The content commerce space is rapidly evolving and expectations from consumers online are high, particularly when it comes to the checkout process. We’re excited to partner with the team at Vudoo to make content shoppable and streamline the user experience as we believe that everything should be shoppable all the time. The 360-degree view of customer purchasing journeys and real-time analytics available on Vudoo’s platform will enable our marketers to enhance customer engagement and drive actionable insights for brands.”

London, United Kingdom – IPG Mediabrands, Interpublic Group’s media and marketing solutions subsidiary, global adtech firm PubMatic, and SeenThis, an adaptive streaming firm, have signed a landmark deal to establish the Climate Action platform (CAM), the industry’s first green advertising platform.

CAM takes advantage of adaptive streaming technologies from SeenThis, PubMatic’s flagship inventory, as well as the technological competence of IPG Mediabrands’ performance agency, KINESSO.

Since 2021, IPG Mediabrands and SeenThis have worked together to achieve better campaign performance, creative outputs, and the possibility of transferring less data when compared to traditional advertising technology, which would minimise carbon emissions. Beginning in Q2 2024, all clients of IPG Mediabrands will have access to the new service. By lowering carbon emissions and utilising the advantages of collaborating with Orion opted-in partners, CAM seeks to advance sustainability.

With the least amount of data waste, SeenThis’ adaptive streaming technology loads creatives promptly in the best quality. The digital carbon footprint of a brand is decreased because data is only transported for the purpose of seeing creative assets. With the new arrangement, all campaigns may make use of SeenThis’s adaptive streaming, which offers a better performance and viewing experience while consuming a lot less bandwidth than traditional advertising technologies. 

Using PubMatic’s premium supply, SeenThis’ video-in-display systems provide reduced data waste and cost-efficiency. SeenThis’ adaptive streaming technology cuts load times, removes file-size constraints, and avoids wasteful data transfer, lowering CO2 emissions while providing performance benefits. Clients of IPG Mediabrands can integrate CAM into their go-to-market investment strategy at no additional expense.

Speaking about the agreement, Martin Bryan, global chief sustainability officer at IPG Mediabrands, said, “Our advertisers strive to deliver campaigns of the highest quality and meet performance goals while simultaneously integrating strategies to minimise carbon emissions. With our Climate Action Marketplace, we can deliver on all fronts. By leveraging SeenThis adaptive streaming technology as a default across our media delivery, we can make an enormous positive impact for our clients and reduce data transfer – thus carbon emissions – in the process.”

Meanwhile, Kyle Dozeman, CRO at PubMatic, stated, “Our partnership with IPG Mediabrands and SeenThis provides brands with a solution that delivers incredible advertising experiences on premium content while also reducing their carbon footprint. It’s exciting to collaborate with other companies that are creating solutions that deliver both performance and sustainability at a global scale as we seek to build a better, more responsible supply chain for digital advertising.” 

Lastly, Susan Kravitz, head of commercial partnerships at SeenThis, said, “IPG Mediabrands is taking a bold step forward to create immediate improvements for their own business and for their clients. With SeenThis’ proprietary adaptive streaming technology, IPG Mediabrands is embracing the next generation of digital advertising with better performance, beautiful viewer experiences and reduced carbon emissions.” 

Kuala Lumpur, Malaysia – IPG Mediabrands Malaysia has announced the appointment of Stephanie Foong as its chief investment officer. Her appointment follows the leadership transition of Fan Chen Yip, the current chief investment officer, who departs to pursue new opportunities.

Effective immediately, Foong will step into the role of chief investment officer, responsible for all legacy and new media investments within the group, with a focus on buying accountability and innovation. Stephanie’s role will oversee all aspects of IPG Mediabrands’ investment initiatives, focusing on maximising value for clients through data-driven insights and innovative media strategies. 

Her appointment takes effect 1 July 2024, and she will report directly to CEO of IPG Mediabrands Malaysia, Bala Pomaleh.

Speaking on Foong’s appointment, Pomaleh said, “After three years of dedicated service, Fan will be moving on from our company from the end of June. During his tenure, he has been instrumental in shaping our investment strategy and fostering growth within IPG Mediabrands. We are grateful for his contribution to our leadership team and wish him all the best as he embarks on this next chapter of his career.”

He added, “We are excited to appoint Stephanie into this role as chief investment officer. Stephanie has been with the group as head of Orion for four years and played a pivotal role in nurturing our partnerships. Her wealth of industry experience and proven track record within the network gives her a deep understanding of the nuanced media investment dynamics at play today. We trust in her commitment to driving results as we look to steer our partnerships and trading capabilities through this next evolution. Stephanie’s leadership will be pivotal in helping us navigate the rapidly evolving media landscape to ensure we continue to deliver unparalleled service to our client base.”