IPG Mediabrands has launched a new unit that further blurs the line between media and creative agencies.
Called Mediabrands Publishing, it will create videos and other quick-turnaround content for marketers that will live in the physical and digital worlds. The digital content will be distributed on websites and social media platforms such as Twitter, Facebook, Instagram and Vine.
The move is part of Mediabrands global CEO Matt Seiler’s drive to redefine media services at a time when media buying in particular has increasingly become automated.
Mediabrands Publishing will be led by two former executives of BBDO: Mark Himmelsbach and Teddy Lynn, who become chief operating officer and chief creative officer, respectively.
At BBDO, Himmelsbach led a digital strategy group for North America. He also has held strategic roles at Organic and PHD. Lynn, a former producer for television and feature films, joined BBDO nearly two years ago as director of content.
Himmelsbach and Lynn are “uniquely qualified to bridge the gaps between advertising, entertainment and media,” said Seiler, in a statement. “By bringing this real-time creative discipline to our organization, we continue to deliver on our commitment to delivering positive impact to our clients’ bottom line.”
At Mediabrands, Himmelsbach and Lynn will report to Jacki Kelley, the North American CEO.