The SpringHill joint venture for IPG will be led by Brendan Gaul, global chief content officer for IPG Mediabrands and global president of Traverse32, the IPG-backed independent development studio; and Taj Tsonga, vice president and chief creative officer at Traverse32. For SpringHill, company executives include Chris White, executive vice president of brand partnerships, and Ricardo Viramontes, chief creative officer of SpringHill.
Lindsey Slaby, founder of brand consultancy Sunday Dinner, whose services include agency reviews, said that for IPG, the joint venture “is definitely an advantage in the new business process – they just have to stick with it. And j can’t wait to see it.”
“The more an agency can strategically place its branded clients in the right deals, the better it meets the current needs of that account,” she said in an email interview. But she added that “creating content and partnership opportunities is incredibly difficult and requires the right guidance from those who understand how to align brand values, business needs and growth capabilities. audience in perfect symbiosis”.
The IPG deal comes the same week SpringHill announced a new partnership with Naomi Osaka to help the tennis star launch a media company called Hana Kuma, whose offerings will include scripted and unscripted TV series, documentaries, anime and branded content, according to The New York Times. SpringHill’s role will include financing, operations and a producing partner, The Times reported.