Cadreon, the advertising technology specialist unit of IPG Mediabrands, has appointed Erica Schmidt as Global Chief Executive Officer. In this role, Ms Schmidt will focus on the global development and management of IPG’s programmatic offering, which provides data-driven marketing solutions on behalf of its partners – UM, Initiative and Reprise – as well its clients.
Ms Schmidt most recently served as Executive Vice President, Managing Director, North America at Cadreon. She has spearheaded Cadreon’s efforts to deepen its consulting practice by building data-enabled strategies with direct impact on investment decisions.
“Erica is a versatile leader who is perfectly positioned to drive Cadreon into the future. Over the last three years, we have partnered on diversifying Cadreon’s strategic capabilities and value proposition. I am thrilled for her to continue this endeavor on a global scale,” said Arun Kumar, Global Chief Data & Marketing Technology Officer, IPG Mediabrands.
Ms Schmidt commented, “I am thrilled to take on this role and work in partnership with UM, Initiative and IPG Mediabrands management to propel our business forward. Our network’s open-architecture enables us to go-to-market with a hybrid approach where programmatic can be integrated into every strategic brief, with clear purpose and objectives. This resonates with our agency partners and clients, and is crucial to creating valuable, dynamic and long-lasting relationships between brands and consumers worldwide.”
Ms Schmidt continued, “In an ever-evolving media landscape, it’s a privilege to build a culture in advertising technology where women can thrive. There has never been a more exciting time to change the way marketing works.”
As Global CEO, Ms Schmidt will report to Mr Kumar. As part of this, Ms Schmidt and Mr Kumar will continue to partner on scaling IPG’s data and technology infrastructure.