McKinney takes up the role of group marketing director at Lastminute.com and Travelocity Europe on March 10. It is a new position at the company, following the acquisition of Lastminute by Travelocity's parent company Sabre Holdings last July.
McKinney has been with IPC Media for five years, and was behind the launch of Nuts, the men's weekly magazine, and the notorious "Women, don't expect any help on a Thursday" ad campaign.
Last year he was promoted to publishing director on Loaded magazine, which he helped relaunched.
He started his career at Procter & Gamble, and he also worked at the interactive start-up agency Kerb as client services director.
Brent Hoberman, founder and chief executive of Lastminute.com, said: "His expertise will be invaluable in developing future strategy and brand direction for the group throughout our European markets."
In the new role, McKinney will work alongside country marketing teams to promote best practice and convergence across the region in areas such as brand positioning, public relations, customer experience, search and customer relationship management. He reports to Damon Thassone, deputy CEO of Travelocity Europe.
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