IPG Aligns Reprise with Media Unit in Bid for Search Dollars
Move could help McCann and Initiative capture a larger share of clients' search and social marketing spend.
Move could help McCann and Initiative capture a larger share of clients' search and social marketing spend.
Search and social marketing agency Reprise Media will no longer operate as a standalone unit within Interpublic Group (IPG).
IPG, which acquired Reprise in 2007, has decided to house the firm in its Mediabrands media management unit. There it will be aligned with media planning giants Universal McCann and Initiative, along with IPG’s Emerging Media Lab, supporting their work for clients including Microsoft and Hyundai.
As with all such agency alignment changes, the reporting change is all about synergy and pitching new business. IPG hopes McCann and Initiative will capture a larger share of clients’ search and social marketing budgets, and in turn, that Reprise’s search clients will become digital media clients of Initiative and McCann.
Reprise previously resided within IPG’s Futures Marketing Group, the now defunct digital marketing unit which also contained mobile agency Ansible and Emerging Media Lab. The Futures Group was set up partly as a support unit for IPG’s various global agencies, but the synergy never kicked in. So the holding company dissolved Futures and created Mediabrands, intending to integrate reporting structures of digital specialists with its biggest agency networks.
Mediabrands will keep its branding as a media management hub, despite its expansion to include search and social — two capabilities decidedly outside the traditional definition of media. Reprise spokesperson Anthony Iaffaldano said the new alignment suits the search firm’s vision of its role in the marketing mix.
“The way people seek information is more and more filtered through the search results page,” he said. “We view ourselves as a conduit between different media.”
Reprise Media will also maintain independent relationships with its own stable of brands, and offer them media planning services courtesy of Initiative and McCann.
More about:
Lucy helps organizations leverage knowledge for in... View Tech Talk
TVSquared is the global leader in cross-platform T... View Tech Talk
Grata is a B2B search engine for discovering small... View Tech Talk
Streaming has become a staple of US media-viewing ... Download Now
Data is the lifeblood of so many companies today. ... Download Now
This report documents the findings of a Fireside c... Download Now
Customers decide fast, influenced by only 2.5 touc... Download Now
Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...
View resourceData is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...
View resourceThis report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...
View resourceCustomers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...
View resourceMarketers today need to thoughtfully select visuals that align with their content, boost SEO performance and drive ROI Read More...
View articleHow the sunglasses giant created subconscious brand recall value with music festival-goers through the power of strategic partnerships and experientia...
View articleIn life, as much as on LinkedIn (or Facebook, Twitter, etc.) people and brands who blabber on about themselves become annoying and best avoided, soone...
View articleBuilding trust in your brand is hard enough. Now take a situation where your audience is so cynical of your product offering some of them even call fo...
View articleThere is room for better lead capturing as ABM evolves in a cookieless world Read More...
View articleTop-of-mind action points that will be valuable to challenger brand marketing for the rest of 2021 and 2022 Read More...
View articleOmnichannel marketing presents an opportunity to marketers but requires better use of data Read More...
View articleThe dark horse your business needs to outperform competition and win at search Read More...
View article