MEC to unite digital and direct offering in Europe

Jeff Hyams will head Mediaedge:cia's drive for improved accountability.

Jeff Hyams, the managing director of ZenithOptimedia's direct division, Zed, is moving to Mediaedge:cia to lead the unification of its digital and direct division across Europe.

Hyams becomes the managing director of the new, as-yet unnamed division, which will include MEC's digital division, Outrider. He has worked at Zed, ZenithOptimedia's direct division, since it launched in 1999.

Although based in London, Hyams will be the architect and then oversee the integration of the MEC divisions into a single unit across Europe, as well as fostering closer links with Wunderman and OgilvyOne, MEC's below-the-line WPP sister agencies. He takes on a process that has already begun in the US.

He explained: "This is about joining up the whole process. Clients don't just want to acquire customers but also want to retain them, and the new division is about identifying the way that these consumers live. Digital is now crucial to clients because, as well as interacting with customers, you can sell to them."

Rob Norman, the chairman of MEC, added: "Our clients want accountability and they want a clear view of customer acquisition and lead generation across channels. Jeff has experience both on- and offline and will lead our offer in Europe and the UK as we continue to build this discipline."

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