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Universal McCann Forms Cross Media Unit

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LOS ANGELES-Universal McCann USA has established an internal group to plan and buy multimedia packages and evaluate content opportunities, the media agency said Monday.

Bill Cella, Universal McCann evp/director of broadcast and programming, was named chairman of the unit, called the Cross Media Council, to include executives from the McCann-Erickson media network's planning, national broadcast and programming, local broadcast, strategic print services, outdoor, interactive, ethnic marketing and direct response operations. Universal McCann's broadcast entertainment division will get involved when content is comes into play.

Any advertising or content opportunity involving at least two media platforms - involving one or more owners - will fall under the council's purview.

Mark Stewart, regional director of Universal McCann North America, announced the council's formation.