Mediabrands to launch new media agency BPN in Australia
Henry Tajer
IPG Mediabrands has announced it will launch a fourth media agency, BPN in Australia, which will run alongside existing agencies UM, Initiative and MBThree.
BPN was first launched in April last year and already employs around 300 staff in 34 offices across 20 countries, including the US where it has clients such as Fisher Price, Ethan Allen, North American Brewery, Walgreens and Six Flags.
IPG Mediabrands Australia executive chairman Henry Tajer said the launch of BPN Australia follows several significant new business wins that have not yet been named.
Tajer said in a announcement that launch plans are 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,” he said.
“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.”
BPN’s global CEO Mauricio Sabogal added: “The opening of BPN in Australia is a major development for the BPN international network and our global team is ready to help the new agency accelerate from start up.
“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.”
The company said it was currently recruiting for the agency and that announcements about staffing would be made later in the year.
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Henry Tajer
Interesting move. Feels like there are too many media agencies already!
Apart from Coles that was gifted, do MB3 genuinely have any other clients?
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Do we really need another media agency? Sounds like just an excuse to set up a conflict shop so henry can pitch for more clients instead of being conflicted out
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pretty soon they’ll have more agencies than people!
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