MullenLowe Group announced today the fusion of its two strong media entities, Mediahub and Profero Performance, to create a global media shop under the MullenLowe Mediahub banner.

Related to this integration, Mediahub will launch a global search and performance media offering called MullenLowe Mediahub Performance.

As a result of this reorganisation, MullenLowe Group now has a global, unified, full-service media capability under the MullenLowe Mediahub name with over 350 people in 12 offices worldwide.

Mediahub is a strong blend of creatively driven and innovative media planning, insight-driven communications planning and strategy, large-scale buying power fueled by its affiliation with IPG Mediabrands, and best-in-class search and performance capabilities on a global scale.

The merger also means MullenLowe Mediahub now has a strong presence in the two largest U.S. media markets (New York and Los Angeles), as well as in key European and Asia-Pacific markets, including London, Singapore, Sydney, Tokyo and Shanghai.

“Fifty per cent of every digital media dollar spent is in the area of search, so, naturally, a large-scale performance capability is critically important to our ongoing growth and competitive positioning,” said global president of MullenLowe Mediahub John Moore.

“MullenLowe Group opened the door to a perfect opportunity for Mediahub and Profero to combine their symbiotic talents, proprietary tools and geographic footprints into a significant, holistic, global media offering. We see this as a huge benefit for existing clients, an opportunity for us to be highly competitive in global new business, and as a terrific avenue for our employees to expand their horizons.”

“When we sat down to talk about how we might create a more powerful media entity within MullenLowe Group, it was clear that the two offerings – Mediahub and Profero Performance – had highly complementary attributes; we significantly add to each other’s footprint, capabilities, tools and people,” said Mediahub Performance global MD Ross Jenkins.

“Also, culturally, it is a very natural fit. By fusing these two groups together, we’ve created a more potent, contemporary offer; a global media agency with a challenger mindset that is able to deliver breakthrough thinking across the full range of media.”