The World: Munich - MPG Deutschland to launch two divisions

Kai Heimstra, the founder of HMS Carat, is joining MPG Deutschland as chairman after five years in retirement.

He will join in the new year with a brief to launch two divisions, Werberkraft Buying and Werberkraft Planning & Consulting. Both will operate as part of MPG Deutschland.

MPG Deutschland will form an advisory council, made up of representatives from advertisers and media owners, plus an independent financial controller, to run both units.

Fernando Rodes, the worldwide chief executive of MPG, has backed the move and, if it is successful, plans to roll the model out globally.