IPG Mediabrands agency Reprise has created the new role of VP, client business partner, and has hired on digital expert Nicole Simpson for the role.

Simpson will be tasked with cultivating and strengthening relationships between direct clients at the digital-focused Reprise and other partner agencies across the IPG network. She is joining from within the Mediabrands family, having previously served as VP of client business with Cadreon. While she also focused on leading accounts in that role, her daily mandate was driven mainly by programmatic strategy. Her background suits what the company calls IPG’s “open architecture” strategy, which gives clients across the group access to a full range of specialist capabilities across Reprise, such as its Digital Experience Audit tool.

Her background comes mostly in account management, having lead teams across brands such as Walmart, Western Union, The Royal Conservatory of Music, NFL Canada, Kind and more. She will report to Matt Sallis, Reprise’s managing director of accounts and performance in the Toronto office.

The creation of the new role has been driven by a period of growth at Reprise. In the last year, Reprise saw 25% year-over-year growth and on-boarded 11 new clients. It also shared in 10 major industry awards for its integrated work on the Oh Henry! “4:25” campaign, in partnership with UM.