The Interpublic Group unveiled a new structure and a number of senior level personnel moves after the introduction of the holding company’s “aligned” media strategy 18 months ago and its subsequent decision to assign oversight across its media units to a task force led by Nick Brien. Said Michael Roth, IPG Chairman and CEO: “The creation of ‘Mediabrands’ will allow our media companies to share and leverage resources, as required to meet the needs of our clients in a highly complex and rapidly-changing media landscape that’s being transformed by digital and the proliferation of content and media platforms.”
In his new role, Brien will have management responsibility for global media networks UM and Initiative, IPG’s centralized negotiation entity Magna and media barter group Magna Trading, dedicated Johnson&Johnson agency J3 and diversified agencies NSA, OSI and Wahlstrom, as well as marketing accountability expert MAP and IPG’s Emerging Media Lab.
Said Brien: “The fact that two world-class talents such as Matt Seiler and Michael Hudes are joining us not only validates our vision for IPG Mediabrands, it gives me even greater confidence that we can successfully build on our recent momentum. Both of these senior brand leaders join Richard Beaven, WW CEO of Initiative, to create a powerful leadership bench across all of our key media businesses.”
Matt Seiler was most recently CEO of PHD North America. Before joining PHD, Seiler was EVP at Omnicom, where he led integration efforts, most notably the oversight of that holding company’s operating units working on the PepsiCo business.
In his new position, Michael Hudes will lead the diversified media services and strategic development for Mediabrands. Previously, Hudes was the Global Director of Digital Media for ClearChannel.
IPG reiterated that it has no plans to combine its global media networks and will continue to operate the Initiative and UM brands as independent entities, each aligned where appropriate with its respective full service marketing network partner (McCann Worldgroup for UM and Draftfcb for Initiative).