IPG Mediabrands merger to activate personalised communications across digital media channels

IPG Mediabrands Australia is accelerating its data, insights and technology capabilities for clients to achieve a complete approach to creating and activating insight-led, personalised communications across digital media channels.

The new capabilities are being launched through a merger of two Mediabrands Australia businesses – technology and activation specialist Cadreon and Anomaly which specialises in analytics and insights.

Says Danny Bass, CEO, IPG Mediabrands Australia: “The combined power of these two businesses brings something never seen before in the Australian marketing landscape. We can create these capabilities for clients now simply because the new technology allows us to link specialist skills sets in analysis and implementation together to leapfrog previous practices and processes.”

The new, unified Mediabrands business will be called Cadreon and will report to CEO Darren Stein (above, left). Stein is currently managing director of Anomaly and he joined the business in July last year after previously working at News Corp and Optus heading those companies’ insights, analytics, reporting and strategy capabilities.

Current Cadreon managing director Jessica White (above, right) will move a global technology solutions role at Cadreon New York. Her move to New York will be at the end of the year, allowing for a considerable transition period that will include the hiring of a new Cadreon managing director, who will report to Stein.

Says Bass: “Jess White has done an outstanding job leading Cadreon and a new international career for her is a very fitting reward. With Darren’s experience running Anomaly and prior to that leading large data departments, we have the best possible talent to lead the new Cadreon business through this next era.”

He added that the new MD appointment for Cadreon was expected in the coming weeks.