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Last week, IPG Mediabrands became the latest holding company group to merge subsidiaries. In a move to reduce redundancies, improve workflows and better support its three media agencies, UM, Initiative and Mediahub, Mediabrands announced the dissolution of the Matterkind and Reprise brands, folding them into Kinesso.
Before now, the Kinesso, Reprise and Matterkind brands each had their own P&L. Reprise focused on search, social and SEO; Matterkind managed programmatic, affiliate and performance-based marketing; Kinesso worked on data and technology initiatives.