CANNES, FRANCE--Two months after IPG promoted Dani Benowitz to U.S. President of Magna, the IPG Mediabrands investment and intelligence division, she is still juggling two jobs.
The good news: a replacement for her previous role as global executive vice president, director of investment has been selected and will be announced soon.
Her new role places her in a unique position as media buyers continue to adjust to the changing landscape.
"This is a world keeping us on our toes," says Danowitz. After spending the past 16 years working closely with clients on their media planning and buying, Benowitz now holds the most senior media negotiator position for IPG Mediabrands in the U.S.
And she has new tools in her arsenal. IPG's recent acquisition of data/marketing platform Acxiom, though not yet fully integrated with the holding company, is starting to help clients shape and activate plans.
Many insiders joke Axciom is the secret sauce helping sway clients, such as American Express, to partner with IPG. Benowitz has no time for that notion. "We win clients because of all of our capabilities, Acxiom is just the cherry on the top."
Danowitz says she is intrigued by the possibilities offered by ad tech platforms, such as Cadent (addressable TV) and VideoAmp (cross-channel planning and audience measurement), but believes there has to be a consolidation among the many players. "It may not happen tomorrow, but it will happen."
Although she is pleased with the insights they deliver, clients remain dependent on legacy providers, such as Nielsen.
Her other key concerns are familiar among media professionals, including privacy, brand safety and value-exchange, meaning “Are our clients getting what they paid for?” she says.