• by Wayne Friedman , November 8, 2010

IPG's Mediabrands Ventures unit has made some executive changes to its global ranks. The changes update the traditional agency model from the inside.

Veteran Mediabrands executive Tom Lightoller will have the role of worldwide director of corporate development for Mediabrands Ventures. He will work in commercial and operational performance, promoting deals through strategic mergers and acquisitions.

Mediabrands communications executive Joe Benarroch becomes chief marketing officer of Mediabrands Ventures Worldwide. He is charged with organizing each business unit to grow global positioning. His team will develop systems and tools across Mediabrands Ventures to streamline business development efforts.

Anand Verma has been named president of Mediabrands Ventures in EMEA (Europe, Middle East and Africa), focusing on strategic development. Verma comes from ad group Sapient Nitro Europe.

Gary Birtles becomes COO of Mediabrands Ventures, EMEA. Birtles had been responsible for streamlining several areas of the business, creating a integrated structure.

Last year, Mediabrands Ventures launched Shopper Sciences, Velociter, IPG Lab's Retail Experience Center and Reprise Media, as a search, social and experiential agency. Mediabrands Ventures focuses on developing custom client marketing solutions to complement the offerings of Universal McCann, Initiative and the broader IPG network.

All will report to Matt Freeman, CEO of Mediabrands Ventures.