IPG Mediabrands mobile division Mnet is to rebrand as Ansible, with its CEO arguing the change is part of a broader refresh in the agency’s proposition.
The rebrand sees Mnet align with the broader global group which is lead by former local Mnet CEO, Travis Johnson, with the company arguing the change had been long planned.
“This has been a six-month process of planning,” said Scott Player, CEO of Ansible.”It’s not just about changing the logo and the colours, this is something we have had in the pipeline for a while.”
Asked about if he was concerned about the impact of the shift, given Mnet is well-known locally, Player arguing the rebrand would be a chance to ‘re-engage with clients’ and refresh its proposition.
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Player: rebrand has been long planned
“In terms of the worry, it’s not a concern,” he said. “We are not the first agency to go through this sort of process and we sort of see it as a way to re-engage with a whole lot of clients that we have done work for in the past.”
“It will allow us to talk through an updated proposition. This not something that we have done just on the outside but also done a review to make sure we are the agency we need to be for the next few years.”
Mnet was acquired by IPG Mediabrands in February 2013. Player was promoted to CEO after incumbent Travis Johnson was promoted to global head of mobile for IPG Mediabrands, based in New York, last year.
“Travis has taken the good stuff that Mnet has done historically and is looking to replicate that in corners of the world,” said Player. “This aligns with what his thinking is globally but he is also looking to us to see what is next as well.”
Danny Bass, CEO of IPG Mediabrands Australia, said in a statement: “Scott, and the now Ansible team, consistently set world standards in mobile communications and in doing so are a highly successful and effective business.
“The latest evolution to Ansible and its new model brings greater future-facing opportunities for clients as mobility, in business terms, is simply a way of life.”
The rebrand of Ansible comes a day after the sudden departure of Lee Leggett, CEO of IPG Mediabrands media agency, Initiative, after two years in the role.
As of this morning the holding group continues to withhold comment on the departure but it is believed that COO Geoff Clarke is now running the agency.