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CANNES, FRANCE Interpublic Group said it has started a user-generated content practice in response to the sharp growth of consumer creations online.
Brian Monahan, a group communications director at Universal McCann, will lead the practice, which will operate as part of IPG’s Emerging Media Lab. The unit is tasked with helping clients and IPG agencies understand the power of user-generated content, including blogs, video sharing services and podcasts. It will also work with emerging platform providers as they develop advertising models.
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