Brian McMahon of IPG Mediabrand’s Orion Demonstrates the Advantage of Thinking Globally
There’s little question that advertising agencies thrive and distinguish themselves by embracing the new, seeking “the bleeding edge,” and espousing innovative ways of connecting with consumers. However, they are also businesses with P&L requirements. Brian McMahon, President and Worldwide CEO of IPG Mediabrands’ Orion Holdings understands this to the penny. Not only does he oversee one of the fastest-growing units of IPG, but he builds and incubates companies that contribute considerably to their clients’ bottom line.
A 16-year veteran of Interpublic, McMahon manages a number of global media businesses within IPG Mediabrands, which now account for billions in global media billings. Last year, BPN, IPG Mediabrands’ third media network was incubated under the ORION Holdings umbrella, and then was returned to IPG Mediabrands to be managed by Mauricio Sabogal, a well-established media leader. “My strength is capitalizing on an opportunity,” says McMahon. “Then I turn it over to the experts.”
Though born in the U.S., McMahon does not think like an American businessman. He speaks four languages, has logged over 5 million miles on American Airlines alone and is celebrated inside Interpublic for managing a company that attracts diverse talent. In an industry that’s struggling for revenue and diversity, McMahon has managed to build an abundance of both.
ORION Holdings is described as “a global solutions-oriented collection of media companies that support and/or complement what traditional advertising agencies can offer to clients.” McMahon insures that ORION also provides effective financial and strategic solutions for its clients as well.
The first company McMahon built for IPG was ORION Trading, the advertising holding company-owned barter unit responsible for changing the way clients think about media barter. McMahon likes to say that he “brings clarity to the structure of a transaction, so it is treated with the same rigor as a traditional financial deal.” He and his team built transparency into the process, so that clients easily recognize how ORION delivers accountability, while saving them money and adding value. In the past year alone, ORION Trading has won 26 new clients.
A calculated risk-taker, McMahon greatly expanded the company at the height of the recession in 2009 by adding offices in 11 countries including Australia, France, Germany, Mexico and Spain. Without question, he sees how media clients want global solutions. In particular, marketers are looking to extend their advertising budgets in more and more creative ways. He notes, “Media has become a currency and marketers are recognizing the dollar value of barter can translate to Yen or Euros.”
In 2012, McMahon launched ORION Printing in partnership with Pitney Bowes. The new unit focuses on supplying print management solutions to IPG companies globally with a mission of leveraging the holding company’s worldwide print spend to create savings and increased value for clients. The company is currently working in Europe, South Africa and the U.S.
This year, IPG Mediabrands moved four additional media specialty agencies under the ORION umbrella and McMahon’s leadership: NSA Media, Wahlstrom, OAG, and Rapport U.K. NSA Media is the largest single buyer of newspaper, marriage mail and alternative print media in North America. Wahlstrom is one of the largest media agencies focused on delivering measurable geo-targeted leads and a trailblazer in a $15 billion industry. OAG is dedicated to providing marketing solutions across multiple Out Of Home formats, and Rapport is (need descriptor).
People call McMahon a problem-solver, and no wonder he’s successful. After all, who’s ever met a marketer without a problem to solve?
