IPG folds Kinesso content team into MBCS
IPG Mediabrands has announced a “strategic integration” of performance marketing agency Kinesso’s “Creators & Content” team into MBCS.
Led by Alexis Whelan, current national lead, the Creators & Content team will head up social strategy, influencer marketing, and community management at MBCS.
Whelan said the team has “always believed in the value” of creators and communities, and joining MBCS provided an opportunity to “deepen our impact and collaborate with creative specialists”.
Alexis Whelan
Whelan will report to MBCS’ managing director, Harry Preston, who said this evolution will strengthen the agency’s position as a leader in content creation and influencer partnerships.
“The result is a stronger, more connected offering for our clients, who are increasingly seeking integrated content ecosystems that can deliver both cultural relevance and measurable impact,” he said in a release on Wednesday.
“The move represents a deliberate step toward unifying content creation and content activation under one roof, ensuring a more seamless, agile, and insight-led approach for clients. It also mirrors similar structural integrations taking place across global markets, reinforcing the group’s commitment to delivering consistent and scalable content solutions.”
The Creators & Content team will provide support to existing MBCS clients including Lego, GMSV, and Better Beer, and will tap into its relationships with clients from across IPG’s agency portfolio, such as Dyson, MLA, New Balance, Old El Paso, HBF, NRMA Insurance, and King Living.
The integration follows the recent appointment of Matt Holmes, as the agency’s new head of creative strategy and ideation.
Holmes is responsible for content, activations, influencer activity, experiential, and partnerships. He had been given a “clear brief” of bringing media and creative thinking closer together.
His appointment also came as the agency unveiled a “refreshed approach” to drive cut-through ideas for clients. The goal is for ideas to “reach far beyond paid media, driving talkability, cultural relevance, and real-world impact”.
Preston said Holmes’ capability “benefits a media-born creative business enormously”. His “modus operandi is creative thinking grounded in influence, storytelling and cultural impact, rather than just channels”, which supports the agency’s new structure.
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Lauren McNamara was the associate editor at Mumbrella. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS. She left Mumbrella in August 2025.
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Alexis Whelan
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creators
Harry Preston
influencer marketing
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MBCS
I’ve worked with IPG agencies for over 5 years and never heard of MCBS until these recent articles requiring me to look up what it meant.
Classic shambles albeit consistent from IPG.
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The headline literally has MBCS in the title, so the only thing ‘consistent’ is your lack of grammar.
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