Reprise Media, which helps leading brands such as Microsoft and Martha Stewart manage their online reputations, was acquired by Interpublic in April 2007.
Its inclusion in the umbrella division Mediabrands, the media holding company for Initiative, Universal McCann, Magna and the diversified service groups, aims to provide additional digital marketing knowledge for more of the group's major clients.
Created by IPG in 2008 to manage all of its global media-related assets, Mediabrands employs 6,500 communications specialists operating in 90 countries and currently manages more than £15bn worth of global media billings.
Joshua Stylman, managing partner of Reprise Media, said: "Search and social media play an incredibly powerful role in increasing the return on integrated marketing campaigns. As part of Mediabrands, we feel we are better positioned than ever before to help our clients take advantage of this synergy."
In addition to servicing key Mediabrands clients such as Microsoft, Hyundai and Kia, Reprise Media will remain an independent third-party that works directly with many other leading brands.
Earlier this week, Mediabrands annouced the appointment of digital marketer Quentin George to the new role of chief digital officer, responsible for developing partnerships and alliances.
