Mediaedge:cia, the media services arm of WPP Group's GroupM, created a unit to merge its online and offline lead generation media activities under one umbrella brand.
The new MEC Interaction unit comprises Wunderman Media, The Digital Edge and Outrider Worldwide. Rob Norman, previously chairman of Mediaedge:cia UK and CEO of Outrider Worldwide, has been named worldwide CEO of MEC.
As part of the reorganization, The Digital Edge has been designated MEC's online media planning and buying division and Wunderman its direct response media planning and buying unit. Outrider is MEC's search marketing specialist. Only The Digital Edge lost its name in the restructuring.
Alan Schanzer, previously managing partner at The Digital Edge, now holds the same title at MEC Interaction North America. Sarah Hammel, Wunderman Media's finance director, adds the senior partner title at MEC Interaction North America.