IPG-owned media agency Mediahub will join the IPG Mediabrands network, which includes Initiative and UM, the agency said on Thursday.
Mediahub was launched in 2005 as part of creative agency Mullen; in 2015, it merged with Lowe to form MullenLowe Group. Since then, the media agency has grown significantly, promoting its spinout of MullenLowe Group in 2019.
Now that the agency has hit scale — managing $4 billion in billings globally, up from $1.5 billion five years ago — it’s clearly the right time to align with IPG’s media buying division.
“We just reached the scale and size where it made sense,” John Moore, global CEO of Mediahub, told Campaign US.
As part of Mediabrands, Mediahub will gain use of the tools, technology and expertise the group is building in high-growth technical areas such as e-commerce, app store optimization and platforms being built on Acxiom’s data spine, as well its global content studio.
“Clients will have access to certain things that are becoming more and more important in this new world of marketing,” Moore said.
Mediahub will also become privy to deals IPG Mediabrands has struck with major media partners, allowing it to access discounts on bulk media buys.
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