Fiona McAnena has been named CEO and James Whitmore appointed as managing director of the UK operation. McAnena, currently CEO of CIA, and Whitmore, managing director of TME, revealed that Mediaedge:CIA's new structure would lead to the departure of both companies' heads of broadcast, Tim Neligan of CIA and TME's Edward Lloyd-Barnes.
"The agency will be led by client and brand needs, delivered through media. Broadcast is a key expertise which will be fully integrated into the client-facing groups, where we have great strength," McAnena said.
McAnena and Whitmore will name their management line-up in the run-up to January 1 2002, when the new company launches.
In the UK, Mediaedge:CIA will have 140 staff and clients including UIP, Wrigley and Colgate-Palmolive. It says its combined billings will put it in the top 10 UK media-buying agencies.
On a worldwide scale, Mediaedge:CIA will become the fourth-largest media-buying network, and it takes the number two spot in Europe.
Yesterday, it was annouced that Charles Courtier, who was global CEO of TME, will take the role of executive chairman and Mainardo de Nardis, formerly global CEO of CIA, will become CEO at the new company.
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