In the latest wave of unbundling, big media shops have spun off or imported new agencies to handle accounts that conflict with their larger siblings and also to chase new business. Interpublic Group’s G Media is one example.
Another twist on unbundling—a midsized full-service shop known more for creative work has formed a new unit to spotlight its media offerings. The shop is IPG’s Mullen, which is launching a new division called MediaHub.
The purpose of the new unit is twofold, said Stephen Calder, evp and executive media director at Mullen, who will oversee the new unit.
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