New brand - Mediaedge:cia
11 December, 2001
Following the recent merger of the Tempus Group with WPP, CIA, the media communications specialist of Tempus, and The Media Edge, CIA’s counterpart at WPP, are merging to become one global group. The newly formed company, Mediaedge: CIA will have immense strength in every region globally and combined billings of more than $17 billion.
The merger makes sound strategic sense and the geographical and cultural fit between the two companies is excellent. CIA has 57 offices in 28 markets and is particularly strong in Europe, with smaller operations in the US, Africa and Asia Pacific. The Media Edge has 103 offices in 78 countries worldwide, and the brand is particularly strong in the US and Latin America. The combined CIA and The Media Edge operations will become a leading media communications network ranking at the very top globally, regionally, and in all markets.
Both groups have, over the years, successfully built their businesses through the development of core media skills, with a focus on strategic planning capabilities supported by modelling and tools, and expanded their market coverage to meet client needs. The merger will accelerate this development and give the new group a strong and homogeneous presence in every region in the world.
Mediaedge:cia will be run by a combination of The Media Edge and CIA managers who will work in partnership. Charles Courtier and Mainardo de Nardis, currently Global CEO’s of The Media Edge and CIA respectively, will head-up the group together as Executive Chairman and Chief Executive Officer respectively. Beth Gordon, currently Chairman of The Media Edge, continues to help guide the new company, working with Charles & Mainardo, and will become Chairman of WPP’s media parent company, to concentrate on developing the synergies between the media companies in the group.
The new management structure will include representation from Regional Management, Central Services and International Client Management. It is expected that the integration process will be complete by January 1 2002, from which date the merged companies will work as one company under the Mediaedge:cia brand.
Comments Charles Courtier: - "This is a fantastic opportunity for both our companies. The combined talent and resources of The Media Edge and CIA will benefit our clients, open-up greater opportunities for our people and deliver global strength that will be difficult to match. The two companies have the same vision and values and we are working towards the same objectives. Our pooled skills, resources and volume will mean that our ability to connect brands with consumers will be further strengthened."
Adds Mainardo de Nardis:- "We have built our vision and values around our people and our independence. The merger with The Media Edge means that this project can continue at a faster pace as both companies are culturally aligned. We will continue giving clients independent advice in every aspect of our operations and we will also continue to manage our businesses with the same goals. At the same time, by joining with The Media Edge, we have now achieved our ambition of being a truly global company – larger and also better!"