“The ability for agencies to be responsive and operate in a real-time fashion with benchmarking is something the marketplace has largely been unable to do,” he explained. “Having it as part of our process and engineering it into how we operate means we’ll be doing it in real time. It’s accessible to the buying and client teams all the time as opposed to on a quarterly basis or a sporadic basis.”
Consequently, he said, agencies can quickly respond to market influences.
The hire also may help IPG Mediabrands show it is adding senior talent in the area of technology- and data-assisted media buying. IPG Mediabrands has weathered no shortage of turnover in recent years, including key execs like Brendan Moorcroft, Quentin George, Michael Brunick and Kristi Argilyan.
“We are looking for every part of our business to grow and from every possible dimension,” Tajer said. “Having expanded leadership and deeper, more capable talent at all levels of the organization is part of the plan.”
IPG’s media agencies include UM, Initiative and ID Media, while Magna Global, Ansible and Mediabrands Audience Platform are among its specialty agencies.