IPG Mediabrands, the leading digital media, and automated buying platform unveiled a global social media and digital content agency called Mediabrands Society. The announcement comes following the media firms latest hiring of Rob Bernstein as EVP, managing director at IPG. Bernstein will report to COO Chris Loll, IPG Mediabrands. The global leadership program at Mediabrands Society is yet to be announced.

IPG Mediabrands will offer a comprehensive suite of social media tools and on-demand media agency operation designed to curate and serve relevant social messages in real time. The new entity will also offer automated influencer marketing and advisory services to serve global publishers and brand marketers.

“Our promise to our clients has always been to assist them in unlocking the power of dynamic marketing,” stated Henry Tajer, global CEO, IPG Mediabrands. “Part of that promise requires IPG Mediabrands to always be at the forefront of the media landscape, and the evolution of Mediabrands Society into a global full-service social agency embodies this.”

Mediabrands Society’s proprietary system called “HEART” will enable marketers to identify emotional resonance in social conversations. Built on the concepts of Natural Language Processing, Machine Learning, and AI, HEART will help marketers analyze unique and news, blogs, social media, and TV to spot content resonating with relevant audiences to drive maximum ROI. The series of offerings will be delivered through Mediabrands Publishing, launched in 2013, helping clients produce content and other publishing-type services.

Mediabrands Society will open offices in the US, Canada, England, Australia, UK, Philippines, Malaysia, and Mexico, growing into new emerging markets throughout 2017. Bernstein as EVP has been brought onto the management to develop cross-platform social media channels. Previously, Bernstein served as SVP, digital content WWE Network (OTT) and WWE App.

Mediabrands Society will also acquire the services of Nick Childs as Chief Creative Officer. He joins the new operation from sibling media agency Initiative, where he served as Global Creative Officer. Also joining the Society is Havas veteran Josh Greenspan, as Executive Creative Director.