Media Exec Takes Creative Post at UM

The role of the media-agency professional is in flux, and now, apparently, that role also includes doing creative. Last week, FutureBrand Worldwide global exec utive director of media and entertainment Alan Schulman joined Universal McCann as svp/creative director.

Schulman, 43, made the intra-Interpublic Group shift to oversee UM’s wireless, i-TV and broadband media efforts. In his new post, he will be in a position to pit the shop against creative and interactive agencies, helping craft messages across emerging media such as personal video recorders and Web-enabled cell phones, said David Cohen, svp, director of Universal-McCann Interactive, who worked with Schulman when the latter was at FutureBrand.

Schulman, a jazz guitarist who has per formed with Herbie Hancock and Wynton Mar salis, has worked with McCann and FutureBrand for brands such as Cox Communications, Disney and AOL Time Warner.