NEW YORK — Interpublic’s Constituency Management Group, which includes the holding company’s PR agencies, has rebranded as IPG Dxtra, a move meant to reflect an increased focus on the group’s 28 agencies playing as a team.

“It’s about Dxtra evolving our offering and really putting collaboration of the core of this global collective,” said chairman and CEO Andy Polansky of the PR and marketing group, which includes Weber Shandwick, Golin, DeVries, Rogers & Cowan PMK and Current Global. “Our strategy is to infuse this highly specialized group of companies with a powerful collaboration engine.”

Polansky said repositioning the group also stems from clients’ increased demand for cross-disciplinary teams. Dxtra’s agencies, which include Octagon, FutureBrand and Jack Morton in addition to its PR firms, specialize in experiential, sports and entertainment, branding, digital experience, social content, influencer marketing and more.

“Clients are looking for seamless execution and a simplified way to manage integrated solutions,” he said, adding that the open architecture model IPG already operates under is condusive to providing that.  The change also is an opportunity for the group to integrate priorities, such as diversity and inclusion, into its operation, he said.

The Dxtra rebrand is the latest step in the evolution of IPG’s PR and marketing group since Polansky was named chairman in 2019.

Since that time, Polansky has moved to restructure leadership and streamline operations, which has included the mergers of Rogers & Cowan and PMK·BNC and DeVries Global with Golin subsidiary Canvas Blue.

He also expanded its leadership team to include chief growth officer Cathy Calhoun, chief healthcare officer Laura Schoen and chief diversity and inclusion officer Margenett Moore-Roberts.

The rebrand comes roughly five months after IPG agencies (as well as others across the business) conducted layoffs in response to a slowdown in business due to the Covid crisis. The group experienced drops in revenue in both Q3 and Q2 of this year after eight consecutive quarters of growth, resulting largely from the coronavirus outbreak.