Mediabrands Launches Marketing Sciences Division

In the UK and Ireland, Interpublic's media innovation holding company IPG Mediabrands has created a new Marketing Sciences division, and appointed Yvonne O'Brien to lead its team of twenty insight and analytics specialists.

Founded in 2007 to manage Interpublic's global media-related assets, IPG Mediabrands comprises a network of media and speciality agencies such as Magna Global, Mediabrands Audience Platform, and IPG Media Lab.

The new Marketing Sciences division will bring together the firm's insight, analytics, planning tools and data capabilities, and sit alongside existing business units including search division Reprise, social media arm Spring Creek, mobile marketing specialist Ansible, trading desk Cadreon, outdoor agency Rapport and buying arm Orion, working closely with the group's digital businesses on data integration. It will be led by O'Brien (pictured) who previously served as Mediabrands Director of Insight & Effectiveness, and now takes on the role of Managing Director of Marketing Sciences.

Commenting on the launch, O'Brien said: 'Marketing Sciences aims to create a stronger and more seamless linkage between our insight capability, our planning tools and clients' ROI and optimisation. Insight and effectiveness has always been a core strength here so it makes sense to pull this together for our clients.'

Web site: www.ipgmediabrands.com .