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Shop hires Starcom's Cicerelli to localize spot-buy power

Horizon Media, here, has named Christi Cicerelli to the new post of vp, director of local broadcast, moving oversight of local buying for Los Angeles from the shop's New York office.

Cicerelli joins the 14-year-old independent media agency today from Starcom, Los Angeles, where she served as vp, spot broadcast media director. At Horizon, she will oversee a local TV- and radio-buying group that manages more than $175 million in spot billings for clients that include Jack in the Box, USA Network and IHOP.

Lourdes Marques, svp, director of local broadcast for the New York office, previously oversaw local buying for Los Angeles. Cicerelli and Marques report to Aaron Cohen, evp, director of broadcast.

Zach Rosenberg, evp and Western region general manager, said Cicerelli's post was created to address the shop's growth—spot billings are up from $100 million a year ago—and add local firepower for new-business pitches.

"When we look at our rapid growth and our size, we think having somebody locally to make sure we're operating efficiently and somewhat autonomously positions us for additional growth," Rosenberg said.

Cicerelli will oversee about 30 buyers. Her job is similar to her post at Starcom, but she said she will be working with a wider variety of clients.

Prior to Starcom, she was svp, broadcast director at Palisades Media in Los Angeles, supervising the spot broadcast group for several motion-picture accounts.

The Miami Beach, Fla.-native and University of Florida graduate also worked for Central European Media Entertainment in London and spent 16 years with McCann-Erickson in New York and Los Angeles.