Mediaedge:cia Merges Three Agencies

NEW YORK The WPP’s Mediaedge:cia division is merging three of its leading interactive and direct marketing specialist agencies to form one unit, MEC Interaction.

The new unit will consist of Wunderman Media, The Digital Edge and search engine marketing specialist firm Outrider. Rob Norman, previously the chairman of Mediaedge:cia UK and CEO of Outrider Worldwide, will serve as MEC Interaction’s worldwide CEO.

Alan Schanzer, who was previously The Digital Edge’s managing partner, will take on the same role at MEC Interaction North America. Wunderman’s former finance director, Sarah Hammel, will act as senior partner and finance director at the newly launched company.

Officials at MEC touted the new group’s ability to offer clients comprehensive media planning assets. “The uniting of these three expert businesses forms the center of excellence for an integrated acquisition practice focused on increasing the productivity of media communications, reinforcing Mediaedge:cia’s commitment to channel-neutral, totally integrated communications planning and implementation,” said Charles Courtier, MEC executive chairman worldwide, in a statement.