Mediabrands Moves to a New Global Structure

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

Interpublic’s Media Unit Says So Long EMEA, Hello G14

Ad Age, 3/29/11

Adland spends a significant amount of time talking about and mulling over whether agencies’ organizational structures are modern enough to meet the needs of a changing marketing landscape. Now Mediabrands, the Interpublic Group of Cos. media unit, is scrapping a decades-old model, declaring that its setup and that of all other global agency networks is antiquated.

Most large agencies are structured around four key geographic regions: North America; Latin America; Europe, the Middle East and Africa (known as EMEA); and Asia Pacific. MediaBrands is shifting from those traditional regions to three clusters, G14, World Markets and North America. The change, effectively immediately, will apply to both of its global media agency networks, Universal McCann and Initiative.

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