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IPG, one of the world’s largest marketing firms, has merged three of its subsidiaries into a single unit to streamline its operations.

The three subsidiaries involved in the move are Kinesso, Reprise and Matterkind.

Kinesso offers a broad menu of digital marketing services to clients, while Reprise has a narrower focus on the e-commerce market. Matterkind’s main profile is advertising.

All three units operated as part of Mediabrands, one of IPG’s most important business divisions. Mediabrands employs about third of IPG’s 54,000 employees and manages more than $30 billion in advertising spend for a large roster of enterprise clients. 

Kinesso, Reprise and Matterkind have been merged into a single unit that will operate under the Kinesso brand. The move likely goes beyond a simple name change: IPG presumably also changed the three units’ organizational structure, perhaps by moving around a few executives, to reflect the consolidated nature of the newly combined subsidiary.

Kinesso boss Jarrod Martin said his goal for the unit is to build corporate “infrastructure that allows all our agencies to function with agility and consistency in a global capacity.”

Consistency can be quite an impactful word in a large organization. The wording of Martin’s phrasing suggests the subsidiary consolidation may be partially motivated by a desire to roll out more standardized work processes across teams that previously followed diverging procedures.

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