Singapore – IPG Mediabrands and Zefr have announced a first-in-kind agency partnership. Said partnership is designed to combat disinformation and improve brand safety and acceptability for online campaigns.
The partnership will provide campaign solutions that enable brands to avoid spreading false information on social media, using the technology-driven performance unit, KINESSO, and the research data from IPG Mediabrands’ media intelligence and investment section, MAGNA. Political, environmental, medical, AI-generated, and brand-specific content are amongst the main areas.
Moreover, the partnership between Zefr and IPG Mediabrands continues, and this alliance expands on it. It is in line with the agency network’s media for good programs, which prioritise brand safety, media responsibility, marketplace equity, and sustainability in order to foster influence both inside and outside of its business scope.
The new campaign tools were developed with input from the MAGNA Media Trial. KINESSO is integrating these disinformation capabilities into the end-to-end integrated campaign process for IPG Mediabrands clients.
Speaking about the partnership, Dani Benowitz, US & global president, MAGNA, said, “Helping our clients to protect their brands while reaching their audiences through the most effective channels is core to the work we do as their agency partners. By engaging in specialised partnerships like this with Zefr, we are ensuring our clients have access not only to our in-house expertise, but also to the best tools and capabilities the industry has to offer, so their media investments are strategic and made with relevant, high industry standards in mind.”
Meanwhile, Andrew Serby, chief commercial officer at Zefr, stated, “At Zefr, we have been proactive in tackling misinformation across walled gardens, combining advanced AI for multi-media with global fact-checking networks. IPG’s leadership in combating misinformation for their clients is second to none, and this partnership underscores that commitment towards this critical issue. Together, we are accelerating the fight against misinformation across walled gardens, applying media responsibility to client investment around the world.”
