G14, represents a cluster of Mediabrands' highest value markets: Australia, Benelux, Brazil, China, France, Germany, India, Ireland, Italy, Japan, Mexico, Russia, Spain and the UK.
Hytner, who will continue to be based in London, will be tasked with focusing on increasing collaboration and efficiencies across the multiple agencies in the IPG Mediabrands network and will manage all G14-based client relationships across UM, Initiative and BPN, including Unilever, AB InBev and BMW.
"We work with clients globally, regionally and locally, and that's how we are set up to deliver," Hytner told Campaign Asia-Pacific. "However, the cluster structure has also allowed us to prioritise investment in our clients' key markets, and roll out products and tools where they matter most."
An example of this, he continued, is the launch of Mediabrands Audience Platform in Australia, Netherlands, UK, India, Germany and China first. "Rather than treating all regional markets the same. They are not the same," said Hytner.
Marc Bresseel, president of Initiative G14, has also been promoted to the new role of president, clients and services at G14 Mediabrands, reporting to Hytner.
Jacki Kelley (previously global CEO of UM) will move immediately into the newly created role of CEO of IPG Mediabrands North America and president, global clients.
In their new roles Elms and Lee will focus on product, proposition and process development within the agency networks. Kelley, Elms and Lee will all report to Matt Seiler.
The cluster system has been highly effective for Mediabrands, said Hytner. "It is no coincidence at all that the eight markets where we've introduced full Mediabrands leadership within the cluster are now the most effective. Not simply financially, but more importantly, in terms of client offerings and client service."