February 2, 2017 | Share this article

IPG Mediabrands UK has focused its capability and future development of social campaigns to form the networks’ first fully integrated social media and digital content agency named ‘Mediabrands Society’.

Mediabrands Society UK, which is based in London, will offer clients a combination of strategy, creative, influencer marketing, production, distribution, paid social and analytics – all coupled with the rigour of the network’s existing media knowledge. The division will also offer a full suite of proprietary tools, an on-demand newsroom model, as well as influencer marketing and advisory services.

IPG Mediabrands UK has long been operating a social division, but this launch formalises the offering and brings together multiple tools, skillsets and technologies to offer clients a fully integrated solution to social marketing. At launch, it already has on its books a number of flagship clients, including The Economist, Wimbledon and Malaysian Airlines.

Craig Lister, Managing Director, Search & Social, IPG Mediabrands EMEA, says: “We have always promised our clients that we will adapt and evolve to meet their changing needs; and one of those needs is that clients now require a social agency with a strong media and analytics background. Mediabrands Society is just that. It will offer a winning combination of creative strategy, robust planning and that all-important science. We can’t wait to get more of our clients on board.”

As part of their expanded services, Mediabrands Society will introduce HEART to all markets.  Powered by “Total Emotional Listening™” HEART is IPG Mediabrands’ proprietary tool that identifies emotional resonance in social conversations. Combining Natural Language Processing, Machine Learning & Artificial Intelligence, HEART analyses news, blogs, social media and TV in order to identify content that is resonant, audiences that are relevant, and channels that drive ROI for clients.

The launch of Mediabrands Society further enhances IPG Mediabrands UK’s momentum and follows last year’s purchases of Mubaloo, the enterprise level mobile technology business, and the Stickyeyes Group, the UK’s leading digital marketing businesses.

For more information or to get in touch with the team, click here.