IPG Mediabrands merge Cadreon and Anomaly
IPG Mediabrands is merging its analytics and insights specialist agency Anomaly with the group’s technology and activation specialist Cadreon with the unified business to be called Cadreon.
Darren Stein to be the CEO of the newly merged Cadreon-Anomaly business
The merger comes as IPG Mediabrands looks to accelerate its data, insights and technology capabilities for clients in an effort to “achieve a complete approach to creating and activating insight-led, personalised communications across digital media channels”.
Danny Bass, CEO, IPG Mediabrands Australia, said: “The combined power of these two businesses brings something never seen before into 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 Cadreon will report to CEO Darren Stein, who is currently managing director of Anomaly after joining the business in July last year.
Current Cadreon managing director, Jessica White, will move to a global technology solutions role at Cadreon New York at the end of the year allowing for a transition period that will include the hiring of a new Cadreon MD who will report to Stein.
Bass said, “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.”
Jessica White to depart for Cadreon New York
The new MD appointment for Cadreon is expected to be announced in the coming weeks.
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
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At one point in time, Cadreon was one of the leading trading desks in the country – but like all things MB, they focused on lining their pockets, as opposed to investing in their tech and people.
Darren would have to be among the most talented people at MB Aust, so I am sure he will be able to bring his experience and smarts to Cadreon and hopefully their clients will start seeing true impact and value.
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