IPG Mediabrands has recruited MediaCom’s Weerapong Tengprathip to run its BPN “agency of the future” in Thailand.

Tengprathip, who ran the Procter & Gamble account for MediaCom Thailand, has been tasked with building and developing BPN in the Thai market, driving business for “growth obsessed brands across multiple pillars, including social, data-led marketing and digital innovation”.

She will report to IPG Mediabrands chairman Wannee Ruttanaphon.

BPN Thailand has also recruited Dentsu’s Maliwan Peeyachaiprapa as business director and Initiative’s Sirinthip Suthipraphanurux as associate business director.

Tengprathip said she believes she is joining the “agency of the future”: “We strive to drive the industry forward be it by implementing IPG Mediabrands’ pay-for-performance remuneration model and tying our compensation closely with our clients’ business results; or through our ‘hybrid’ approach where our team will bring integrated marketing solutions by seamlessly moving between online and offline planning and buying.”

Ruttanaphon added: “Increasingly our clients are demanding marketing solutions that bring business results. [Tengprathip] is best suited for this position.

“By leveraging our existing capabilities in social, shopper sciences, programmatic and content, and fully integrating them in our clients’ marketing plans, BPN is poised to reach newer heights and at the same time, deliver the most value to clients against their marketing goals.”