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David Cuff, broadcast director at Initiative, is tipped to become the next commercial director of Flextech Telewest.

Cuff, who has worked at the agency for more than a decade, handles a raft of brands owned by Initiative's client Unilever, including Calvin Klein Cosmetics, Lever Brothers and Elida Faberge.

Cuff oversaw planning and buying for the UK's first interactive ad - for Chicken Tonight - earlier this year.

The news follows that of the impending merger between Western and Initiative and the announcement that Jerry Hill, the former chief executive of TSMS, has been appointed group chief executive of Initiative.

Cuff denied he was leaving Initiative and Flextech insisted Cuff was not joining the company as commercial director. However, several sources suggested Cuff had resigned his post at Initiative and that he would start at Flextech early next year.