IPG Mediabrands has rebranded its US-based out-of-home shop, OAG, to rapport US as it seeks to extend the reach of its successful London agency.
Rapport London has grown 40 per cent over the last two years and IPG is looking to replicate that success in the US.
As part of the push, Mike Cooper, an out-of-home specialist who previously served as director of project management with BskyB, has been brought in to lead the US agency as president.
Cooper reports to Roy Jeans, the newly appointed CEO of rapport Worldwide. Jeans stated: “We recognize the digital/technical revolution happening in the out-of-home space and the potential growth opportunity for IPG Mediabrands and the rapport brand in the US and around the world. We are confident that our go-to market offering will easily be the US contender for best-in-class within a very short period of time.”
The company has also rebranded its OOH unit in India, formerly named Lintas Initiative Outdoor (LIO) to rapport India. It is now run by CEO Suresh Balakrishna.