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IAG's Idell to Head Media at Fox

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LOS ANGELES Cheryl Idell, president of InterMedia Advertising Group, a company that measures ad effectiveness, is moving to 20th Century Fox early next month to head the studio's media and research departments, sources said.

Idell will replace Steve Siskind, executive vice president, media and research, who resigned earlier this week. In that capacity, Idell will also oversee the studio's $270 million ad account. (Fox's media buying business is handled by WPP Group's MindShare.)

Idell, 39, spent a dozen years in research and strategic posts at Interpublic Group's Initiative Media and its predecessor, Western International Media, rising to senior vice president and chief strategic officer in 2000. During her tenure, she became one of the industry's best-known media strategists and also ran Initiative's $800 million Unilever business. She left to join IAG as chief strategic and research officer in October 2000, advancing to president 14 months later.

Neither Idell nor studio representatives were immediately available for comment.