Universal McCann Worldwide has moved swiftly to replace Murray
Dudgeon, its European media director, who was poached by GWR this week
to be managing director of its flagship national radio station, Classic
Robin Kent, currently media group head at Universal, will take over when
Dudgeon leaves in April.
Kent will take over the day-to-day management of Universal McCann’s
worldwide media teams in London and the General Motors team based in
Paris, as well as working closely with media directors in 24
In his new position at Classic, Dudgeon will work closely with the GWR
chief executive, Ralph Bernard.
Dudgeon said: ’Looking at what I have done here (at Universal), it’s
unlikely I would join a Carat or a Zenith. I’ve been happy with my lot
here, but I’ve always been keen on radio and believed strongly in
Classic has a unique position in the UK broadcasting scene and I think
it offers an interesting challenge.’
Dudgeon’s brief will be to develop the Classic brand and increase the
number of listeners and advertisers in the UK and abroad.
Classic was launched in 1992 and has since become the most successful
national commercial station in the UK, picking up 4.9 million listeners
a week. However, by comparison, it has struggled in Europe.
Dudgeon said: ’Classic clearly has potential. I have to look at what
that opportunity might be.’
Dudgeon worked briefly on the London stock exchange before joining the
media department of McCann-Erickson in 1979. He became deputy media
director in 1987, European media director in 1991 and was appointed as a
senior vice-president in 1992.
Bernard declined to comment as Campaign went to press.