IPG rebrands OOH agency

IPG   OOH   MEDIABRANDS

Global - IPG Mediabrands is stepping up its out-of-home (OOH) with a campaign to support the rebrand of its OOH agency, Rapport.

The OOH campaign will be light hearted and raise awareness of the new look, tone and feel of the agency. Through the use of augmented reality (AR) platform Blippar, which the agency has built a relationship with, it will also integrate digital elements to encourage playful interaction.

According to Mediabrands, Rapport, formerly known as Ipm, will focus on collaboration and building partnerships across its business. The agency's remit will be to learn more about how consumers interact with OOH advertising and it will use AR and near-field communication technology in its work to tap in to consumers' changing behaviours.

"It is right that we are evolving the strategic route of IPG Mediabrands' out of home agency. With so many ways to connect in the social space, developing our direction in a way that benefits our clients gives us huge potential moving forward," Chris Marjoram, managing director of Rapport, said.

"The agency is already feeling a rush of optimism associated with a change in proposition."

The agency already has Sky and Samsung on its books as long-term clients.

M&M Global