WPP is naming its newly created media network Mediaedge:CIA,
following the recent merger with Tempus.
The Media Edge and CIA will merge to form one global group with billings
of $17 billion. WPP claims that the merger makes strategic sense
because CIA, with 57 offices, is especially strong in Europe while The
Media Edge, with 103 offices, is strong in the US and Latin America.
Mediaedge:CIA will be run on a global basis by Charles Courtier as the
executive chairman and Mainardo de Nardis as the chief executive.
Courtier was previously the global chief executive of The Media Edge and
de Nardis held the same position at CIA. The role of the Tempus chairman
Chris Ingram has yet to be decided.
In the UK, Fiona McAnena, the chief executive of CIA UK, gets the chief
executive job. James Whitmore, The Media Edge's managing director,
becomes the managing director of the merged agency. Beth Gordon,
currently the chairman of The Media Edge, is moving to a role as the
chairman of WPP Media.
The new management structure will be in place by 1 January. Regional
management is also expected to be in place by this date.
Courtier said that the combined resources would: "deliver global
strength that will be difficult to match."