IPG launches Matterkind, retires Cadreon brand

Mariam Cheik-Hussein
By Mariam Cheik-Hussein | 6 May 2020
Clay Gill

IPG Mediabrands has launched a new addressable media activation solution agency, called Matterkind, which subsumes the Cadreon brand and teams globally.

Locally, Cadreon CEO Clay Gill will head up Mattterkind after joining IPG late last year from The Trade Desk.

Matterkind will use data assets from Acxiom, which was acquired by IPG for $2.3 billion in 2018. The newly-launched agency will sit within the holding group’s media and marketing technology unit Kinesso, which was established shortly after the acquisition of Acxiom.

IPG CCO Philippe Krakowsky says Matterkind will help its clients look for solutions that unify fragmented data to inform audience-first media activations across all addressable channels, in real-time.

“With Acxiom as our core data layer, Kinesso providing technology applications, and the new Matterkind offerings, agencies across the IPG portfolio will be able to deliver highly personalized media and creative messaging that results in significantly enhanced outcomes for our clients,” he says.

The agency will aim to “smash silos” and increase efficiencies.

“Matterkind offers clients a more cohesive and effective approach to their media investments,” says Australia CEO Clay Gill.

“Using data, insights and cross channel activation, brands will be able to create meaningful experiences that are dynamic and measurable. Our investment in Data and Technology and the launch of a powerful set of new applications within our Marketing Intelligence Engine, ensures our clients have access to the most wide-ranging and effective addressable solutions to drive brand growth.”

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