The unit, which will be three-strong as before, previously concentrated on promoting the strength of IPC's magazine portfolio to non-magazine advertisers. It will now focus on offering cross-brand and cross-platform solutions to advertisers within the IPC portfolio.
IPC Unite will be headed by Matt Sims, who joined IPC Advertising as head of Corporate Business Development in February and undertook a review of the team's function and remit.
The unit, which reports to IPC group trading director Ian Tournes, will now offer "single point access to commercial services" across IPC, including database marketing and retail promotions.
Tournes said: "In recent months, we have seen a marked increase in interest and demand for cross-platform and cross-divisional solutions that deliver audiences and brands in the most effective way."