IPG Mediabrands has launched an internal publishing group to create digital content that the company says will help its plan to automate 50% of its media buying. The unit, called Mediabrands Publishing, will work with brands to create videos and manage websites and social media pages. "We will not be looking to have brands to produce content to put out on NBC. We will be looking to help brands produce content to put on their own channels," said Mark Himmelsbach, chief operating officer of the new division.
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