CIA Medianetwork has unveiled a radical restructuring plan in a bid
to reverse the agency’s recent downward spiral, which has resulted in
the loss of over pounds 150 million of group business this year.
The overhaul sees the chief executive, Mike Elms, moving sideways to an
international client services role and Mainardo De Nardis, the chairman
of CIA International, taking over as the chairman and acting chief
executive of the UK operation.
At the same time, the company’s UK group structure is being streamlined,
the first stage of which will involve the merger of CIA Medianetwork
with its sister buying operation, the Negotiation Centre, and IDK.
Tony Kenyon, the head of TNC, becomes the deputy chairman of the
new-look CIA Medianetwork, working alongside De Nardis, Alan Brydon, the
managing director, and Richard Burdett, the vice-chairman. Ashley
Martin, the group financial director, is being seconded back to the
Medianetwork operation, temporarily replacing Roger Powley. Redundancies
from all levels are expected.
De Nardis admitted that drastic action had to be taken to turn around
the company’s fortunes. ’We’ve focused enormously on building our
international network, and it’s true that we’ve lost focus in the UK.
Also, we’ve not had the right leadership here and have had some bad
luck. I don’t think we have any time left, we need to make some drastic
decisions. Without a strong UK, what sort of a network can we
Chris Ingram, the chairman of Tempus, CIA’s parent, explained: ’The
basic product here is good, but it’s clear we needed to take some action
and we’re now getting on with that as quickly as possible.’
De Nardis added that the Medianetwork product is a lot stronger than
perception would suggest. ’We’re 200 per cent better than people
We’ve already made enormous investment in our UK systems and service,
now we need to tell people about it.’ The agency has won several new
clients, notching up around pounds 25 million in new business this year,
including CGU, the Gap and Novartis.
Ingram is now moving to the US for the next six months to spearhead
Tempus’s expansion there following the acquisition of VSM Media.
Live Issue, p10.