- Brian Morrissey

NEW YORK Publicis Modem and Dialog CEO Martin Reidy is leaving the agency to take a top position at Meredith.
 
Reidy (pictured) is joining Meredith as president of its integrated marketing unit, which handles direct and digital programs for clients. The division has 400 employees and works with clients like Kraft, Pepsi and Honda. Reidy will also be vp of interactive strategy for Meredith's national media group.

"There is never a good time to leave," Reidy said, noting that Publicis Modem is coming off two strong years. He added that a major draw for him at Meredith is the close connection publishers have with their audience, something he experienced first-hand during an earlier stint as svp at EMI Music.

"I've definitely missed the content world," he said. "This gets me a step closer to that."

Reidy departs following five years at Publicis Modem, formed in May 2007 through the combination of Modem Media, where Reidy was CEO, and Publicis Worldwide.

Reidy also led Publicis Dialog, the agency's direct arm. Publicis Groupe combined the shops following its $1.3 billion purchase of Digitas, which was the parent company of Modem Media. Prior to becoming president of Digitas West in 2004, Reidy served as president and CEO of R/GA.
 
Under Reidy, Publicis Modem built up a global digital network in 40 markets with 1,200 employees.
 
Publicis said it would replace Reidy with a worldwide CEO for both Modem and Dialog. Dani Nadel will serve as president of Publicis Modem USA, reporting to Susan Gianinno, CEO of Publicis USA.
 
The move is indicative of the shifting roles of agencies and publishers. Meredith has beefed up its interactive marketing services capabilities in recent years, acquiring digital shop Genex and monitoring and influence firm New Media Strategies. It also operated healthcare marketing agency Big Communications, interactive shop O'Grady Meyers and database marketing firm Directive.
 
Reidy will replace Wendy Riches, who will become chief strategy officer for Meredith. He reports to Jack Griffin, president of Meredith's national media group.