BPN, the IPG Mediabrands media agency, has appointed Martha Peterson SVP, managing director for the U.S., a new position at the shop. She joins the agency from WPP’s Maxus, part of GroupM, where she served as senior partner, global account director.
Peterson will be responsible for leading the planning and strategy for BPN’s growing roster of U.S. clients including Hillshire Brands, Six Flags, Applebee’s and Subaru. She will work in partnership with all North American account leads to integrate context planning and digital-first strategies into core media client offerings.
Peterson will also work closely with the new business, product and human resources teams, according to the agency.
With over 20 years’ experience in client service, strategy, planning and investment, Peterson has worked on a number of high-profile accounts including Chanel, Colgate-Palmolive, Ford, Kraft, UPS and Xerox.
At Maxus, she led the digital transformation for multiple clients deploying a data-driven content approach. Prior to Maxus, Peterson spent three years at Omnicom’s PHD. Earlier, she spent more than 10 years at WPP’s Y&R/MEC in a variety of global roles including managing partner of global solutions, group director of key corporate accounts in Europe and managing director of the Nordic Region.
Peterson will be based in New York, reporting to Liz Ross, president, North America, BPN.
“Martha will be a huge asset to the BPN team, as we continue to evolve and grow within the U.S.,” said Ross. “Her progressive thinking and wealth of knowledge aligns with our Radical Common Sense approach.”