IPG Mediabrands launches e-commerce outfit Ingenuity
By Digital News Asia June 2, 2014
- New e-commerce agency launched to leverage market opportunities in the region
- Touted as a complete end-to-end solutions provider with full client support
MEDIA agency IPG Mediabrands has launched Ingenuity, an e-commerce unit under its World Markets Asia cluster that will bring end-to-end online solutions to its clients in South-East Asia, Hong Kong, Taiwan and Korea.
“The bulk of commerce in the digital age takes place offline simply because businesses are afraid of disrupting the existing models. Ingenuity’s mandate is to hold its clients’ hands in this journey of migration,” said Prashant Kumar (pic), chief executive officer of IPG Mediabrands, World Markets Asia.
Touted as a first-in-market development, the outfit will offer online marketing strategy, online targeting and acquisition, customer relationship management (CRM) and sales systems integration, big data and analytical expertise, as well as interface design, content and social capabilities to regional marketers.
Over the last year, Ingenuity has steadily put together a team of data scientists, creative technologists, sales experts, marketing strategists, online acquisition experts and user experience designers from banking, telecom, travel and technology companies.
The agency’s focus is on driving commercial value by moving this conversation to commerce; it seeks to work with clients as partners with a substantial portion of the remuneration coming from commercial performance.
“It is a true native of the digital age and brings together data sciences, social, new age content, and emerging marketing technology with sound business thinking to create a proposition that’s truly integrated,” Prashant added.
Neeraj Gulati, head of Ingenuity said that programmatic buying has brought in a new era of media efficiency.
“Lack of right acquisition and sales infrastructure means the possibilities are only half realized. Ingenuity has been built around need states, behaviours and influences in the online world that impact a brand’s purchase funnel. It is therefore seamless and across the funnel,” he added
Last April, IPG Mediabrands went fully hybrid, integrating digital planning, and buying capabilities with traditional planning and buying.
It also launched Rally, its social media outfit in early 2012 that has since had an explosive growth in the region and is being been rolled out in Latin America and Europe in the first quarter of this year.