Kara Manatt, Vice President Consumer Research Strategy for IPG Media Lab, is in the epicenter of advertising receptivity research at the agency. Her department, which is the creative technology arm of IPG Mediabrands, conducted research for 74 brands globally, representing over 20 studies and covering 749,000-plus interviews. “I fell into research,” she confides. “It was

Brands Need to be at Their Customers’ Service

February 25, 2016 | Share this article

In this guest post Travis Johnson says this year’s Mobile World Congress highlights why brands need to understand customer needs and solve pain points in order to win their business and the right to conversation. The theme for this year’s Mobile World Congress in Barcelona is ‘Mobile is Everything’. And I think all of the

Initiative Named # 1 in New Business in Latin America

February 10, 2016 | Share this article

Initiative , the global communications network IPG Mediabrands and part of Interpublic Group of Companies , was named # 1 agency performance in new business in Latin America in 2015. The consultancy R3 New Business League evaluated more than 7,000 accounts globally in over six continents. R3 exhaustively monitors the behavior of new business monthly,

UM’s win of Johnson & Johnson’s global media business last October awed even the marketer’s global CMO Alison Lewis. Not a bad outcome for a self-described “underdog” going up against larger network competitors. The Interpublic agency had to prove itself in front of decision makers at every regional level to win media chores in 55

Sony Consolidates Much of its Media After Global Review

January 28, 2016 | Share this article

Sony has consolidated much of its media agency business, with the bulk landing at MediaCom and UM. The global review spanned Sony Pictures, Sony Electronics, Sony Mobile Communications, Sony Music and Playstation. Sony Pictures, which accounts for a massive chunk of the Sony business, will retain UM in North America and other markets, and add

UM Is Ad Age’s 2016 Media Agency of the Year

January 25, 2016 | Share this article

It was 1 a.m., and a handful of UM staffers, including the global CEO, were sitting on the floor of a windowless room surrounded by charts and data points. At that moment, the team came up with its big idea for the final Coca-Cola pitch. Bolstered by all the data they had been studying, that