IPG Mediabrands and Zefr announce an agency partnership designed to tackle misinformation and enhance brand safety and suitability for online campaigns. Backed by extensive research data from IPG Mediabrands’ media intelligence and investment unit, MAGNA, and powered by tech-driven performance unit, KINESSO, the new collaboration will deliver campaign solutions that enable brands with the capability to avoid misinformation across social platforms in priority areas including political, climate, healthcare, AI-generated, and brand-specific content. This partnership extends the existing collaboration between IPG Mediabrands and Zefr; and it is aligned to the agency network’s Media for Good efforts which focus on driving impact within and outside of its business through Brand Safety, Media Responsibility, Marketplace Equity, and Sustainability.
“Helping our clients to protect their brands while reaching their audiences through the most effective channels is core to the work we do as their agency partners,” said Dani Benowitz, US & Global President, MAGNA. “By engaging in specialized partnerships like this with Zefr, we are ensuring our clients have access not only to our in-house expertise, but also to the best tools and capabilities the industry has to offer, so their media investments are strategic and made with relevant, high industry standards in mind.”
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