IPG Mediabrands launches e-commerce outfit

IPG Mediabrands has launched an end-to-end online commerce solutions unit, targeting clients in Southeast Asia, Hong Kong, Taiwan and Korea.

The unit, Ingenuity, will offer online marketing strategy, online targeting and acquisition, CRM and sales systems integration, big data and analytical expertise, as well as interface design, content and social capabilities to regional marketers.

The unit has a team of data scientists, creative technologists, sales experts, marketing strategists, online acquisition experts and user experience designers from banking, telecom, travel and technology companies. Ingenuity seeks to work with clients as partners with a substantial portion of the remuneration coming from commercial performance, said an IPG release.

“The bulk of commerce in the digital age takes place offline simply because businesses are afraid of disrupting the existing models. Ingenuity’s mandate is to hold its clients’ hands in this journey of migration,” said Prashant Kumar (pictured), CEO of IPG Mediabrands, World Markets Asia.

With much of the digital conversation today in the agency ecosystem revolving around communication, the space is becoming highly commoditized. Ingenuity’s focus is on driving commercial value by moving this conversation to commerce, said the company.

Neeraj Gulati, head of Ingenuity for World Markets Asia, said: “Programmatic has brought in a new era of media efficiency. Lack of right acquisition and sales infrastructure means the possibilities are only half realized. Ingenuity has been built around need states, behaviours and influences in the online world that impact a brand’s purchase funnel. It is therefore seamless and across the funnel.”

Last April, IPG Mediabrands integrated its digital planning and buying capabilities with traditional planning and buying in World Markets Asia. It also launched Rally, its social media outfit in early 2012.