Interpublic Group’s Mediabrands in January unveiled a plan to expand Reprise Media’s service offering and build the operation into a global network. Now it has tapped an insider — Bant Breen — to oversee the revamped unit.
Breen has been named worldwide CEO of Reprise, which the holding company acquired four years ago. Founded as a search specialist, the shop is adding capabilities in the social media and experiential sectors and IPG said the plan is to transform Reprise into a full-service digital marketing shop.
Previously, Breen was president, worldwide digital communications at IPG’s Initiative; he led the acquisition of Reprise Media in 2006.
Reprise continued to be managed by its founders and managing partners, Peter Hershberg and Joshua Stylman, until they departed as 2010 began. The unit has since been run on an interim basis by Joel Lapp, evp, product management, and Rick Corteville, evp, director of strategic marketing technologies.
Commenting on Breen’s new assignment, Matt Freeman, CEO of Mediabrands Ventures, said, “In the past year, we have made significant investments behind the global expansion of Reprise and those plans remain aggressive…Bant and his leadership team will expand Reprise from its core area to a broader digital story.”
Reprise operates as a stand-alone company, but also serves as Initiative and Universal McCann’s primary search unit. In the last year, Reprise has expanded its operations across the U.S., Europe, Asia-Pacific, Middle East and Latin America and plans to continue such global expansion with additional offices in Italy and the Netherlands, among others, the company said.
Current clients of Reprise include Microsoft, Hyundai/Kia and Home Depot.