European media group strengthens international management

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LONDON - U.K. media organization the CIA Group has put in place its first European board to "add value" to local management and reap the benefits of economies of scale.

The company has expanded into five new markets - Italy, France, Holland, Spain and Belgium - and has formed various joint ventures in the U.K. and abroad over the past two years."Now we need a European board because we have a European business to manage," says David Reich, chairman of the new board who founded media shop TMD in the U.K. over 20 years ago. He stresses that all local management teams will remain in place.

The "substantial benefits" a central management is expected to bring include an international new business effort, the export of "best practice" from one office to another and volume media buying across several markets.

Previously, management was divided into three groups: the U.K., Italy and the rest of Europe. Around 15 CIA Europe clients, such as DHL, Microsoft and Calvin Klein, advertise across Europe in all CIA markets. Another 30+ - including Wrangler, Wrigley and Swatch - are in more than one country. "Our objective is to increase these two groups and extend the relationship with existing clients," says Reich.

The new board consists of: Reich; Mike Elms (CIA Medianetwork chief executive), chief executive; Mainardo de Nardis (CIA Medianetwork Europe managing director), international new business and client development director; Johan Denekamp (CIA U.K. Holdings chief executive) chief operating officer; Ashley Martin, finance director; Jurgen Strobel (chief executive of German affiliate Mediahaus Strobel) director; Chris Ingram (CIA Group chairman and CEO) director and Peter Toynton (CIA Group finance director) director.

A replacement for Dennis Lay, former managing director of CIA Medianetwork International, who moved to join CIA/Bozell joint venture 20/20 Media as European director earlier this month, is not imminent, claims Reich.

Copyright October 1996, Crain Communications Inc.

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