Horizon and IPG to launch BPN in the Middle East

The Horizon Group is to launch IPG’s Brand Programming Network in the Middle East.

The new media planning and buying agency was established by IPG’s Mediabrands network in August this year, with the agency gradually being rolled out across the world. The new entity is headed up by global CEO Mauricio Sabogal, who will be in Dubai on 12 November for the agency’s official launch, as will Andrea Suarez, president of World Markets at IPG Mediabrands.

The Brand Programming Network (BPN) is IPG’s third media agency, joining UM and Initiative (both run by MCN in the Middle East and North Africa) in the Mediabrands stable. Globally, and in the Middle East, BPN will replace media agency outfit Brand Connection. With Mediabrands’ World Markets rolling into BPN, the new network will be operational in 20 countries, including the Netherlands, Poland, Portugal, Romania, Denmark, Uruguay, Argentina, India, Australia and South Africa.

Rafic Saadeh, chairman and CEO of the Horizon Group, said: “Horizon Group’s Brand Connection network will launch IPG Mediabrands’ third global media agency BPN in the Middle East on November 12. BPN is a forward-thinking global media agency focused on programming insights, including social data insights, to drive effective media decisions and business results.”

BPN aims to “combine media planning and buying, real-time analytics, active decision making, and key partnerships with media owners to maximise a client’s media capital”.

The Horizon Group was formed by Saadeh in 1976 and includes PR agency GolinHarris, advertising agency HorizonDraftfcb and digital outfit Blue Baracuda.