IPG’s Mediabrands creative arm strengthens leadership team with two promotions

IPG’s Mediabrands Content Studio (MBCS) has bolstered its leadership team, with two senior promotions.

Toby Maclachlan has been promoted to head of strategy and product, while Trent Peppercorn will take on a newly created role of head of Melbourne.

Since launching in 2022, MBCS has connected IPG’s creative, content and experience capabilities, underpinned and powered by media.

(L-R): Toby Maclachlan, Trent Peppercorn

Managing director of the creative agency, Olivia Warren, said: “Toby and Trent’s new roles recognise their leadership and success, and importantly will create new opportunities and pathways for our next generation of leaders to grow, while continuing to create the very best outcomes for our clients.

“When we repositioned in 2022 our point of difference was powering our creative and strategic thinking by media, so we invested early in creative and strategy talent that could sit alongside our media specialists to deliver campaigns anchored in this ethos.

“Move forward to 2024 and our team has exponentially expanded, our client roster continues to grow and our creative capabilities allows us to conceive and execute integrated campaigns across both offices.”

Maclachlan steps into the head strategist role after three years as head of creative strategy at Initiative Media.

At MBCS he will lead the overall strategic output and team across both offices. He will be responsible for elevating MBCS’ integrated product offering with a specific focus on delivering creative and innovative experiences that connect to people on a deeper level.

“2024 is going to be an interesting year; defining and pivotal on so many fronts, in so many ways,” Maclachlan said.

“People expect a lot of brands right now. And rightfully so. Who brands are, how and where they show up for people, it really matters.

“I’m looking forward to helping brands navigate their now and next – IRL, URL, and whatever WEB 3, AI, spatial computing and next gen social media etc. brings – with true-to-brand strategies and ideas that hit different and make difference.”

Meanwhile, Peppercorn, who was previous head of creative services at MBCS, will relocate to Melbourne to lead the office through its next growth phase.

As head of Melbourne, he will expand the team in line with client demand.

“It’s an exciting time to make this move and I am incredibly pumped to embark on a new chapter of my career and continue to work alongside such a skilled and inspiring team not just in Sydney but now in Melbourne,” he said.

“My new role will see me work closely with both offices providing the ability to apply my craft to help solve a range of client problems regardless of the platform, fitting perfectly with MBCS’s proposition of borderless creativity.

“I’m excited with opportunities to grow Melbourne’s client base organically and also bring new and exciting clients on board. It’s a burgeoning market and I am excited about the potential of what lies ahead.”

The new roles are effective immediately.


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