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IPG Mediabrands Launches Its E-Commerce Outfit, Ingenuity in Asia*

IPG Mediabrands has announced the launch of Ingenuity, the first-in-market e-commerce outfit that will bring end-to-end online commerce solutions to its clients in Southeast Asia, Hong Kong, Taiwan and Korea.

Ingenuity will offer online marketing strategy, online targeting and acquisition, 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. Ingenuity seeks to work with clients as partners with a substantial portion of the remuneration coming from commercial performance.

“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, CEO of IPG Mediabrands, Asia*. “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.”

With much of the digital conversation today in the agency ecosystem revolving around communication, the space is becoming highly commoditized. Ingenuity’s focus is on driving commercial value by moving this conversation to commerce.

Neeraj Gulati, head of Ingenuity for Asia*, said: “Programmatic 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.”

Last April, IPG Mediabrands went fully hybrid in Asia*, 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.

* Asia refers to markets in Southeast Asia, Hong Kong, Taiwan and Korea

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