IPG Mediabrands has announced the launch of KINESSO, described as a tech-driven performance unit delivering real intelligence that “moves brands forward.” The new entity is poised for accelerated growth through the integration of three brands: Kinesso, Reprise, and Matterkind, now living under the KINESSO banner within IPG Mediabrands.
According to IPG Mediabrands, by the year 2025, the media landscape is set for a profound and irreversible transformation. Three significant trends will shape this evolution.
- First, 75% of all media will undergo a radical shift towards automation and AI-driven optimization, revolutionizing the way content is created and delivered (Source: Digitalization Concepts – Case Studies: AI-Artificial Intelligence”).
- Second, an overwhelming 90% of online content will originate from AI-generated sources, redefining the boundaries of creativity and information dissemination.
- Lastly, the retail media sector will experience a surge, with a remarkable $121.9 billion of investment, making it the fourth-largest media channel globally (Source: BestMediaInfo Bureau, December 2022).
Together, these developments mark a significant shift in the industry toward automation, AI-driven content, and substantial investments in retail media says IPG Mediabrands.
By bringing together the collective power of Matterkind, Reprise, and Kinesso under the KINESSO banner, the new entity aims to unify the data derived from a brand’s full marketing system into one renowned, intelligent, growth-driving capability.
“KINESSO by definition means movement and change, and that is what we’re bringing to the forefront of this new business. We’re here to help our clients win and make sure those wins stand out above the rest. KINESSO will make up the most efficient and powerful operating system in the market fueled by an infrastructure that allows all our agencies to function with agility and consistency in a global capacity,” said Jarrod Martin, Global CEO of KINESSO.
Eileen Kiernan, Global CEO of IPG Mediabrands. added: This is an important time in our history to build upon the collective success of Matterkind, Reprise, and Kinesso. Positioned at the heart of IPG Mediabrands, KINESSO will expand horizons for our clients by prioritizing excellence in the future of media, superior value delivery, and a commitment to innovation breaking down industry barriers. We’re excited to bring this offering to our clients and drive actionable growth for their businesses.”