Dive Brief:

• IPG Mediabrands, the media management and data division of ad giant Interpublic Group, announced in a press release that it is bringing two of its agencies, Mediabrands Society and Ansible, under the Reprise umbrella to create a new, full-service media marketing unit. IPG Mediabrands created the agency to offer a full suite of digital media services housed within a single group, the company said. 
• The unified Reprise will continue to support UM and Initiative, two global media networks within IPG, and grow its own client base. The consolidation combines Reprise's search and SEO expertise with the social content and creative capabilities of Mediabrands Society and the mobile media, user experience and technology capabilities of Ansible. 
• The refreshed Reprise's capabilities will span digital channels, content creation, product and web development, e-tail and commerce. The change is supported by a rebrand, including a new logo, website and visual assets better reflecting the agency's combined services. 

Dive Insight:

Traditional ad agencies have in recent years struggled to meet marketers' digital needs and keep pace with disruptive new technologies, and moves like IPG's signal that consolidation in the space isn't slowing anytime soon as these companies look to increase their agility and streamline the services they provide.  

"Our clients' businesses are becoming increasingly centered on digital experiences, which is why a unified approach to consumer engagement across owned, earned, paid and shared media in the digital space makes sense," Philippe Krakowsky, chairman and CEO of IPG Mediabrands, said in a statement.

A push toward agency consolidation comes as more marketers are demanding agency structures become less cluttered. Top-spending companies, including Procter & Gamble and Nestle, have continued to peel back the number of agencies they work with to cut costs and increase efficiency.

Several large advertising accounts, including those of Ford and American Express — both clients of IPG rival WPP — have recently gone up for review as well. WPP has considerably sped up integration following several quarters of poor business performance. IPG missed its earnings and revenue estimates in first quarter results reported in April, though it posted stronger performance in its data and media divisions.