IPG Forms Mediabrands; UM’s Brien Named CEO; Omnicom, Clear Channel Join

Ad agency holding company Interpublic Group has formed a new media buying and planning unit called Mediabrands, shuffling some senior posts and bringing in execs from other companies as a result. Mediabrands will bring together all the various media shops under IPG, allowing greater sharing of resources — especially the back office operations — across agencies. Anticipating questions about the long-rumored combination of all its media agencies into one, IPG says that the media units will still remain distinct. To a lesser point, an IPG spokesperson told me, the move reflects the changing landscape between traditional and digital media. Exec changes include:

— Nick Brien, CEO of IPG’s Universal-McCann, who takes that title with him as head of the new unit. Brien will manage global media networks UM and Initiative, IPG