IPG’s media buying and planning umbrella unit Mediabrands has renamed its investment arm Greenhaus as Velociter and is installing ex-VivaKi exec Tim Hanlon as CEO/managing director. Hanlon left the Publicis Group digital hub a year ago and joined marketing investment company Catalyst S+F as a partner in May.
Mediabrands has been refining its approach to investments and partnerships since Matt Freeman was named CEO of the Mediabrands Ventures unit in last January. Mediabrands Ventures oversees the digital and social media aspects of the main Mediabrands enterprise. Hanlon will report to Freeman.
The Greenhaus unit was created last year. As Velociter, it will work across Mediabrands