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Interpublic Group’s Mediabrands today unveiled its latest approach to identify and possibly invest in emerging media startups that could be used to market clients’ products.
The vehicle for doing so is a unit called called Velociter — essentially a new iteration of its Greenhaus initiative that was launched in 2009 — that will be run by Tim Hanlon, who joined the company a few months back.
Hanlon, who reports to Matt Freeman, CEO of Mediabrands Ventures, will seek to identify “game-changing” startups in the emerging media space and help to advance their efforts with the resources available at Mediabrands, the company said.
Other shops have launched similar efforts.
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