IPG Mediabrands, the media holding company within Interpublic Group, has merged Kinesso, Reprise and Matterkind under the Kinesso banner.

Matt Ramella, currently president of Reprise Canada, has been appointed as Canadian CEO of the new agency. Ramella has been with Reprise since 2016 and has been part of the IPG Mediabrands family of brands since 2013.

Graham Moysey, CEO of IPG Mediabrands Canada, says the launch of the new Kinesso is an essential evolution of the network’s capabilities to include tech-enabled performance and integrated digital media.

“I am honoured to lead this remarkable group of highly talented individuals who, together, form Canada’s leading performance marketing agency in Kinesso,” says Ramella. “Our tech-driven model is designed to drive optimal delivery for clients, integrating data and performance to enable our people to do their best work.”

IPG says it merged the three agencies in preparation for a “profound and irreversible transformation” of the media landscape, which it says will be shaped by three significant trends.

The first being that, by 2025, 75% of all media will shift towards automation and AI-driven optimization, transforming the way content is created and delivered. Secondly, 90% of online content is expected to originate from AI-generated sources, and lastly, the retail media sector will experience a surge with approximately $122 billion worth of investment, making it the fourth-largest media channel globally.