IPG Mediabrands launches third media agency in the Middle East, BPN, in partnership with Horizon Group

BPNis a forward-thinking global media agency focused on programming insights, including social data insights, to drive effective media decisions and business results.

The new agency business model is designed to offer small agency attention along with large agency advantages. Aside from having access to all the global tools and resources of IPG Mediabrands, BPN will be uniquely positioned to offer highly differentiated services.

IPG Mediabrands, the media agency holding group from IPG is currently a leading international network with strong local presence in the Middle East. With the launch of BPN in the region, IPG Mediabrands introduces a new media agency approach and business model, specially designed for the ever-evolving media landscape.

In celebrating the launch of BPN, Rafic Saadeh, Chairman Horizon Holdings said, "The introduction of BPN in the Middle East complements perfectly the Horizon Group's strategic capabilities and our offering as an integrated advertising and marketing solutions company in the Middle East."

He further added, "With business trends across key industry sectors sustaining an upward trend over the past year, we believe this is the ideal time to introduce a new and robust product in the Middle East. BPN is a perfect match for our group and we are confident that our vast portfolio of clients across the region will benefit with this latest addition to our overall capabilities."

BPN model, revolves around the word "programming" and aims to bring clients an integrated brand programming strategy by drawing upon all marketing disciplines, especially in the areas of social, digital and shopper marketing. By programming the brand, the purpose is to get closer to the brand, using social media as a key source of informationin concert with traditional media, and in the end, to connect those specific brands with the right audiences.

"The launch of BPNcoincides with many exciting factors in our industry. First, the latest market developments show that there is enough international business to support the launch of a new agency. Second, the value of data driven by the social media explosion makes it even more powerful to let real time metrics contribute to client's media investment decisions," said Mauricio Sabogal, Global CEO of BPN.

"The core of the BPN offer has its roots in an extensive knowledge about the shopper, and not precisely the consumer and we are creating a new way of programming the brand by implementing planning methods that combine traditional and social media. Our mission is to understand the development of the brand from a more dynamic and real-time point of view to ultimately maximize clients' media investment."

By the end of 2012, BPN will have launched in 20 countries around 5 continents, with operations in the United States, Latin America, Europe, Asia and now in the Middle East.