IPG launches new agency, BPN

IPG launches new agency, BPN

IPG Mediabrands Australia is set to launch a fourth media company that will operate alongside its existing agencies UM, Initiative and MBThree, called BPN.

BPN already operates in 20 countries worldwide with clients including Fisher Price, Ether Allen, Walgreens and Six Flags.

It’s not yet known who its Australian clients are but B&T understands the agency is launching with a big name brand on its books.

Henry Tajer, executive chairman of IPG Mediabrands Australia, said several significant new business wins presented the right opportunity for the launch of BPN in Australia and that plans were at a highly advanced stage for the new agency to begin operations. 

“We launched MBThree in September 2011 to be a full-service media operation dedicated to Coles and the agency has been a runaway success not just for Coles, but also winning its own clients,” said Tajer.

“We have been looking for the right timing to launch BPN and with several opportunities presenting themselves the new agency will hit the ground running in the near future."

Tajer said he was currently considering candidates for key leadership positions at BPN which will be based in Sydney and operate at a national level as well as being part of the BPN international network. The Australia agency will report to Tajer.

Mauricio Sabogal, global CEO of BPN, said: “Seeing as all the brands within IPG Mediabrands Australia have shown strong growth, there is clear potential for BPN to make its mark in the Australian industry quite quickly and also become a valuable player in the BPN network.”

BPN was launched in April 2012 and currently has 34 offices in 20 countries, about 300 staff.

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