Tag: Mediabrands

Singapore – Short video platform TikTok and media marketing solutions IPG Mediabrands have announced a new partnership to aid brands in connecting with culture through exclusive creator programs.

The partnership will initially co-create a series of custom programs for IPG Mediabrands’ clients, helping them build an authentic presence on TikTok by tapping into the platform’s community of creators. 

In addition, the two companies will form a bespoke Creator Collective, bringing together a select group of forward-thinking and diverse creators who will provide hands-on guidance to IPG Mediabrands’ clients ensuring that their content is culturally connected, inclusive, and resonates with the TikTok community. 

‘Creator Camps,’ a quarterly session where creators will provide IPG Mediabrands clients strategic counsel and feedback on their upcoming campaigns, will be the first program of the series. 

“As the most improved platform from a media responsibility perspective based on our latest Media Responsibility Index, TikTok has earned this partnership through backing its words with action and integrity,” said Daryl Lee, global CEO at IPG Mediabrands.

TikTok and IPG Mediabrands have also committed to identifying new ways to foster diversity, equity, and inclusion on and off the platform. The two companies will collaborate to develop innovative, creative strategies to benefit nonprofit organizations and elevate underrepresented communities on the platform; and TikTok was a recent participant in the Equity Upfront, hosted by IPG Mediabrands’ MAGNA, the centralized company resource that develops intelligence, investment and innovation strategies for agency teams and clients.

Dani Benowitz, president of MAGNA commented, “As audience reach declines in traditional formats, it is critical that client budgets fund new ways to connect with audiences. This partnership will deliver incredible value to our clients and, as importantly, will help all of us learn the power of creating content communities at scale.”

For Blake Chandlee, president of global business solutions at TikTok, the partnership speaks for the company’s vision for brands that have the unique ability to become creators and storytellers by listening to the community and adopting an always-on approach to their content.

“We’re delighted to partner with IPG Mediabrands and help their clients tap into trends, create a steady stream of content that resonates with our community, and embrace the creativity and culture that makes TikTok such an incredible platform,” Chandlee stated.

Singapore – Mediabrands, the media and marketing solutions division of Interpublic Group (IPG), has announced a new chief marketing and communications officer for APAC, Naomi Michael. Michael comes from her previous title as head of marketing and communications for the agency in the region. 

The newly created role will be based in Mediabrands’ APAC RHQ in Singapore and will report directly to Leigh Terry, the CEO of Mediabrands APAC.

In her new position, Michael will now be responsible for providing strategic consulting and communications planning across the key network business pillars of media responsibility, DE&I, and sustainability and purpose. Michael will also continue to promote the differentiated positioning of the Mediabrands agencies reinforced by a centralized network value structure.

Michael commented, “I look forward to taking a more strategic operations focus, working closely with our executive team on integrated communications strategies that promote awareness and understanding of the Mediabrands network purpose, values, and approach to supporting its people, its clients, and the communities in which it operates.”

In bolstering its APAC senior leadership team, the agency has also announced the elevation of HR Director Zarka Khan-Iltaf to become the new chief talent officer for the APAC region.

“These two leadership positions will continue to work in close partnership with myself to build out our CSR and DEI pillars with clear and measurable regional goals, as we work towards achieving defined sustainable business practices for our people, and our organization,” commented Terry.

Shanghai, China – UM, the media agency arm of media marketing network Mediabrands, has appointed Lawrence Wan, former managing director, team intel, and head of integrated solutions and growth at Dentsu International China, to be its new chief executive officer (CEO) for China.

The new appointment will see Wan leading the China team to drive digital transformation and growth, and to provide clients with best-in-class offerings across data, strategy and analytics, performance, and planning, as well as to help them navigate the evolving media ecosystem, and future-proof their business. Starting April 2021, Wan will report directly to Chris Chen, the CEO of Mediabrands China, and Kasper Aakerlund, the regional president of UM APAC.

Wan brings with him 20 years of experience in marketing and digital media across the greater China region, working with companies such as dentsu, media investment company GroupM, and media network Omnicom Media Group. He specializes in productizing, operationalizing, and evangelizing, as well as integrating new digital media innovations into global brands’ marketing strategies. He has been exploring digital transformation from the internet boom to ad tech to data-driven AI. 

Commenting on the new appointment, Aakerlund said, “I am very excited to welcome Lawrence to UM China. Lawrence has the qualities that matter to our clients – entrepreneurial spirit, focus on growth, and passion for driving digital transformation. I have no doubt that Lawrence will make great strides for UM China and I look forward to working with him to future-proof our clients’ business.”

Meanwhile, Chen said that as digital transforms the business landscape and the pandemic accelerates that transformation, UM believes the future is now, and embracing change is the only way to drive growth. 

“As a digital transformation pioneer with a growth mindset, I believe Lawrence is a great fit with UM’s Futureproof philosophy and he is the ‘future’ talent we are looking for to lead the UM China business to new heights,” added Chen.