Deal will bring global production content capabilities and original entertainment properties to Mediabrands' six-month-old content studio.
Grivas will replace Matt Sallis, who has resigned after running the market remotely from Canada for the past year.
The study, called ‘Cannabusiness’, forecasts the emergence of a massive industry in legal cannabis across Australia and its opportunities for marketers.
The platform will host creator camps for IPG's Mediabrands agencies and clients to better understand how to connect with its audience.
Mediabrands agency said appointment of first dedicated China CEO is reflective of its growth in the market.
With pent-up consumer demand for experience, content and connection, the upcoming years could see enormous growth. Initiative's APAC chief strategy officer explains what brands need to do to capture it.
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