IPG Mediabrands has appointed its first CEO to run newly launched media agency brand BPN in Thailand.
Joining the company from rival MediaCom is Weerapong Tengprathip, who ran the Procter & Gamble business for the GroupM agency and brings with her 25 years of experience.
She will report of IPG Mediabrands chairman Wannee Ruttanaphon.
Also joining the fledgling agency is Maliwan Peeyachaiprapa from Dentsu Thailand as business director and Sirinthip Suthipraphanurux, who moves across from IPG Mediabrands agency Initiative as associate business director.
Ruttanaphon said: “Increasingly our clients are demanding marketing solutions that bring business results. Weerapong is best suited for this position. By leveraging our existing capabilities in social, shopper sciences, programmatic and content, and fully integrating them in our clients’ marketing plans, BPN is poised to reach newer heights and at the same time, deliver the most value to clients against their marketing goals.”
Tengprathip added: “BPN will be our agency of the future as we strive to drive the industry forward be it by implementing IPG Mediabrands’ pay-for-performance remuneration model and tying our compensation closely with our clients’ business results; or through our “hybrid” approach where our team will bring integrated marketing solutions by seamlessly moving between online and offline planning and buying.”
She added: “We are confident that our clients will benefit from our integrated thinking and our performance-driven mindset. We look forward to spearheading inspiring work for them.”
Since launching in the Thailand, the agency has picked up new clients including AJE Group. The agency brand is positioned as offering “Radical CommonSense”, especially in the digital, social and shopper marketing areas. BPN sits alongside UM and Initiative in the IPG Mediabrands stable.
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