• by Steve McClellan  @mp_mcclellan, August 5, 2015

IPG Mediabrands has created a senior worldwide role focused on product innovation and hired Starcom MediaVest Group’s director of global experience product John Sintras to take the new position.

Sintras has been named president, global business development and product innovation, a New York-based position that will report to Mediabrands Global CEO Henry Tajer. 

Sintras had been with SMG for 30 years. He also held the post of Chairman SMG Australia, where Tajer worked for many years before taking on his current New York-based role. He has been a member of SMG’s global leadership council since 2007 and was appointed to the global experience product position in January 2013. 

Sintras is the second senior manager that Mediabrands has poached from SMG’s Australian operation in as many weeks. Earlier, the company’s media shop UM appointed Dianne Richardson as U.S. Chief Strategy Officer. 

“John has helped SMG build strong momentum in product innovation, creative and commercial success and those achievements are highly attractive to IPG Mediabrands,” said Tajer. “We’re really pleased that John is attracted to our network. To deliver on our global plans, we need the world’s best, proven talent and John’s track record tells us he is the right executive for this vital new role.” 

At SMG Sintras has led the network’s global Product and Strategy Centre of Excellence, including chairing the company’s Global Product Committee of 35 senior company leaders. He was in charge of evaluating and benchmarking the quality of the company’s work globally, reaching more than 8,000 employees. 

Commenting on his new position, Sintras said IPG Mediabrands' plans for the future are "truly impressive" and aimed at delivering "the most surprising and effective work for clients.”