Cuff leaves Initiative to become Flextech's commercial director

Initiative Media is looking for a new head of broadcast following the departure of David Cuff to Flextech/Telewest, where he will be the commercial director.

Initiative Media is looking for a new head of broadcast following the departure of David Cuff to Flextech/Telewest, where he will be the commercial director.

Cuff, who has concentrated on developing Initiative's digital activities, resigned before Christmas. He has worked at Initiative for 11 years and is close to the Unilever account.

Cuff's departure follows confirmation of the merger of Western International with its sister agency Initiative Media. Colm Feeney, the broadcast director at Western, will not replace Cuff but will have a new role encompassing responsibilities within Initiative's new-media business.

Jerry Hill, the chief executive of Initiative Media, would not comment on candidates for Cuff's job, but said: 'The two agencies' buying departments combined create a very strong unit. David has built such a top team within Initiative over the years.'

Cuff will report to Mike Smallwood, the managing director of business and commerce at Flextech/Telewest. He will be responsible for all revenue streams, including distribution, and will work with Mark Howe, the director of advertising sales, to develop new revenue streams.

Cuff will look at new digital revenue opportunities, combining spot advertising with sponsorship and developing fully interactive advertising.

Smallwood said: 'David has great buying experience and has been an early adopter of new technology. He's a strong negotiator and a clear strategic thinker.'



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