Simplifying message, identifying digital 'change-makers' keys for Mediabrands marketing

By Matthew Schwartz

Lauren Snyder

Chief Communications Officer

Mediabrands

Mediabrands, Interpublic Group's media buying and digital services unit, in September named Lauren Snyder as the company's chief communications officer. Synder will be responsible for the marketing and communications for the soon-to-debut New York-based IPG Media Lab, which will match clients with technology, and Virtual Lab, an internal, Web-based client resource. Before joining Mediabrands, Snyder was exec VP-chief communications officer for resorts company Kerzner International Holdings.

Media Business: What is your initial marketing strategy to increase the visibility of Mediabrands?

Lauren Snyder: The first objective is to simplify the positioning of our abilities and our purpose. We say we are dedicated to reinventing the business of modern day media and marketing. We'll roll out a new set of brand logos, a new website, a group of well-oiled leadership speaking in the press [and] to the industry and within the context of "culture' as the start.

MB: What role will IPG Media Lab and Virtual Lab play in growing the company?

Snyder: The IPG Media Lab and Mediabrands' Virtual Lab are examples of us putting investment into the future of media. Identifying the "change-makers' in the digital space, adding relevance to our products to make them more useful for our clients and then educating all of our talent on how these technologies can change the way our clients interact with consumers will change our business.

MB: What are some of the elements involved in becoming a performance-based agency network?

Snyder: How we look at the world; how we are compensated tied to client business growth; how we invest in our talent, measurement tools and access to emerging technology—all contribute to our behavior as a performance-based agency network.