Mead is one of the founding directors of the online broker E*Trade and during his time at Thames Television was part of the team that set up UK Gold.
He will report to the national sales director Laura Doughty.
Doughty said: "It's great to start 2004 with such a key media appointment. Simon's record of sales excellence and innovation, his agency contacts and strong leadership ability will undoubtedly strengthen an already successful team."
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