• by Joe Mandese  @mp_joemandese, January 6, 2009

Interpublic's fledgling Mediabrands unit is centralizing yet another function across the holding company's media networks: digital media services. While Interpublic's digital media expertise will remain integrated and clients will be serviced via the company's two global media networks - Initiative and Universal McCann - Mediabrands this morning said it was creating a centralized chief digital officer role, and tapped former UM Global Lead-Digital Media and Strategic Innovation Quentin George to handle it.

Interpublic said George would be responsible for developing strategic partnerships and alliances with digital media and technology providers that give the Mediabrands units and their clients a competitive edge. He will also continue to lead UM's digital and new media practices. In effect, the new role mirrors Publicis' VivaKi, which acts as an "industry-facing" entity to facilitate and develop new state-of-the-art digital media services, technologies, data and marketing opportunities, while Publicis' branded media networks - Digitas, Starcom MediaVest Group, ZenithOptimedia Group, and Denuo - continue to face clients and service them directly. Before coming to Interpublic, Mediabrands CEO was a top media executive at Publicis.

"Digital is now a fundamental part of everything we do," Brien stated in this morning's announcement. "As a result of constant digital enhancements, basic human behavior continues to alter. The manner in which people interact, learn, share, and further customize information is forever influenced. The way our business operates is also being challenged and redefined."

In addition to Initiative and UM, Mediabrands oversees digital media specialty brands such as Reprise Media and Ansible.

Before joining UM in April 2007, George was chief of corporate development and managing director at Omnicom's Organic unit, and has more than 15 years of industry experience.