MediaCom unveils regional division

MediaCom is launching a new division called MediaCom Accent to

handle regional and local media planning and buying.



Penny Logier, the MediaCom board director, will take overall

responsibility for MediaCom Accent.



A team of 14 staff will be transferred to the new division and managed

by the associate directors, Craig Lennon and Les Middleton.



MediaCom Accent will house £40 million of billings from clients

including COI Communications, Warner Village Cinemas and retail accounts

such as Homestyle and the Iceland local store marketing group.



It will pitch for new business separately from its parent agency. Logier

said: "There will be an aggressive new-business drive in the New

Year."



Located in MediaCom's London headquarters, the new division will also

work with existing MediaCom offices in Manchester, Edinburgh and

Dublin.



The brand name, MediaCom Accent, is the result of an agency

brainstorming session. Logier added: "We chose the name because it puts

an implicit accent on activity and accountability at a local level.



"It's also slightly tongue-in-cheek because many people working in the

division do have regional accents and we want to convey that local feel

to clients."



Steve Allan, the MediaCom group chief executive, said: "MediaCom Accent

will raise our profile among all advertisers who want the resources of a

top-three media agency together with first-class skills and credentials

in regional and local media."



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