BPN, the fledgling third network of IPG Mediabrands, has named Martha Peterson as U.S. managing director, a new position.
Peterson, with a broad background in digital advertising, was previously senior partner, global account director at WPP Group’s Maxus, where she helped implement data-driven processes to get marketer messages online and into social media.
“Martha will be huge asset,” said BPN North America president Liz Ross, who praised Peterson’s “progressive thinking and wealth of knowledge.”
At BPN, which turns two years old next month, Peterson’s primary responsibility is leading strategy and planning efforts for U.S. accounts, including Hillshire Brands, Six Flags, Subaru and Applebee’s. She'll also work with account directors to coordinate the addition of digital components into campaigns. Peterson said BPN's “digital forward-thinking clients [will] allow us to push the envelope to develop innovative solutions with big results.”
With more than 20 years of experience in client service, strategy, planning and investment, Peterson has worked on brands like Chanel, Colgate-Palmolive, Ford, Kraft, UPS and Xerox. Before Maxus, she spent three years at Omnicom’s PHD and eight years at WPP’s MEC.