Universal McCann USA has launched a new unit, called the Cross Media Council, to plan and buy multimedia packages and look into web content opportunities.
The Cross Media Council will get involved with any advertising or content task involving at least two media platforms.
The unit will be headed by chairman Bill Cella, previously the executive vice president and director of broadcast and programming at Universal McCann.
The Cross Media Council includes executives from the McCann network's planning, broadcast, outdoor, interactive, ethnic marketing and direct response operations.
When content is involved, the new unit will also bring in Universal McCann's broadcast entertainment division.