IPG Mediabrands names senior team for Reprise Malaysia following agency consolidation

IPG Mediabrands agency Reprise has named its management team in Malaysia following the merger of Society and Ansible under the Reprise banner.


It will be headed by current BPN Worldwide boss Darren Yuen who will take the role of Reprise group managing director.

The holding company announced last month that it was folding its mobile specialist Ansible and social offering Society into search agency Reprise, to create a full-service performance agency.

Other senior roles will be held by Stanley Clement who will become MD of creative and content, while former Ansible MD Manu Menon will lead Reprise’s tech, product and innovation division.

BPN general manager Anwer Khan becomes vice president strategy and integration.

Yuen said of the merger: “Our starting point is looking at how we can create meaningful brand interactions with digital advertising and to work from there to create our campaigns.

“By starting with the right conversation, we are able to reach the consumer on a unified front, and this new integrated offering will provide a holistic, digital-first approach for our clients.”

IPG Mediabrands chief executive Bala Pomaleh said the consolidation will “bring together a complete digital solution” that will “bridge technology, creative content and performance media capabilities through a connected strategy”.

“Our clients today need an agency that is able to provide a unified approach to consumer engagement across owned, earned, paid and shared media, that is centered around digital experiences,” he said. “This cohesion in the digital space makes sense as it will allow Reprise to drive demand as a stand-alone proposition, and further enhance the data, creative and culture-driven offerings of UM and Initiative in the marketplace.”


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