Universal McCann’s Mediabrands has reorganized its individual operating units into three ‘bundles’ designed to align with the way the agency’s clients have structured their global outreach. The bundles will aggregate what was formally known as Mediabrands Ventures into three principal groups focused on reaching mass audiences (the brand to many), targeted and location- based audiences (the brand to some) and direct consumer outreach (the brand to one).
The first group includes the firm’s Cadreon unit and will deal with mass audiences. The second group includes the firm’s Geomentum and Shopper Sciences units in the U.S. and Geomarketing practice in Germany. It is focused on targeting audiences and consumers by location. The third group, made up of ID Media and Ansible, will specialize in reaching direct audiences.
Mediabrands is also reorganizing the way the agency focuses on global voice. Markets have been clustered based on client priority . This new alignment creates two new positions with Liz Ross, previously the President of Mediabrands Ventures NA assuming the role as head of the groups for Mediabrands’ North American cluster and Anand Verma, formerly the President of Mediabrands EMEA serving as head of the groups within the firm’s G-14 cluster. Both Ross and Verma will report directly to Mediabrands CEO Matt Seiler, who was named to that spot in January.