After Publicis, it is IPG which is consolidating its agency brands to create a unified offering for clients.
IPG's MullenLowe Group has merged two media entities - Mediahub and Profero Performance, the media planning and buying group within the integrated digital agency MullenLowe Profero - to create a global media shop under the MullenLowe Mediahub banner.
Related to this integration, Mediahub will launch a global search and performance media offering called MullenLowe Mediahub Performance. As a result of this reorganization, it now has a global, unified, full-service media capability under the MullenLowe Mediahub name with over 350 people in 12 offices worldwide.
The merger also means MullenLowe Mediahub now has a sizeable presence in the two largest U.S. media markets (New York and Los Angeles), as well as in key European and Asia-Pacific markets, including London, Singapore, Sydney, Tokyo and Shanghai.
The agency expects to launch Mediahub and Mediahub Performance in several additional markets during the remainder of 2016.
Under John Moore, global president of MullenLowe Mediahub, the new Mediahub Performance offer will be led by Ross Jenkins, global managing director (both John and Ross pictured), who will be based out of London; Keith Lusby, executive director at Mediahub Boston, Lizzy Hanna and Lavall Chichester, media directors based in NYC; Neil Ramsden, UK managing director; and Phil Ely, head of media in APAC.
They will work closely with Moore, Sean Corcoran, Mediahub’s Executive Director of Innovation, and Jonathan Fowles, Mediahub’s Chief Media Officer in the UK.
“50% of every digital media dollar spent is in the area of search, so, naturally, a large-scale performance capability is critically important to our ongoing growth and competitive positioning,” said Moore.
“MullenLowe Group opened the door to a perfect opportunity for Mediahub and Profero to combine their symbiotic talents, proprietary tools and geographic footprints into a significant, holistic, global media offering. We see this as a huge benefit for existing clients, an opportunity for us to be highly competitive in global new business, and as a terrific avenue for our employees to expand their horizons.”
MullenLowe Mediahub services client brands including Scotts Miracle-Gro, JetBlue, Royal Caribbean, Netflix, Match.com, Shinola, T. Marzetti Company, Fujitsu, Western Union and CFA Institute.