Patrick Darcy has been announced as the new head of NSW advertising agency, Cadreon Australia.
Cadreon is the ad tech unit for IPG Mediabrands, which manages over $39 billion in marketing investments globally.
The move follows the departure of Darren Stein at the end of last year, and will place Darcy in charge of the national development of IPG’s programmatic offering, which provides data-driven marketing solutions on behalf of its partners – UM, Initiative and Reprise – as well its clients.
Prior to this, Darcy served as managing director at Cadreon Australia.
Outgoing IPG Mediabrands Australia CEO Danny Bass said of the appointment: “Pat’s agile leadership style means that he is perfectly positioned to drive Cadreon in the future”.
Head of Cadreon APAC Yean Cheong commented: “Cadreon Australia are constantly innovating.
“Over the last two years, we have partnered with Pat’s team to diversify Cadreon’s strategic capabilities and value proposition; which keeps us well ahead of the curve when it comes to serving messages to consumers that resonate, at that right moment, and with minimum wastage”.
IPG Mediabrands APAC CEO Leigh Terry added: “Our deliberate investment in data at both a network and agency level means that our advertising technology unit in Cadreon is both advanced and highly effective, with a secured channel of growth.
“I’m confident that Pat will help shape the future of that offering with Cadreon Australia”.
Darcy will report to the CEO of IPG Mediabrands Australia, and his position is effective immediately.