Mediabrands Replaces Top Execs at Geomentum

In a major management shakeup, Mediabrands has replaced the top two executives at its local media and marketing unit, Geomentum, installing digital media veteran Sean Finnegan as CEO and Tony Bombacino as chief marketing officer, the shop has confirmed. Geomentum works with national retailers and restaurant advertisers to plan, geo-target and buy advertising at the store level.

Finnegan was most recently chief digital officer at Publicis’ Starcom MediaVest Group until his sudden departure in October, which at the time was termed a “mutual” decision. Finnegan had been talking to several potential new employers, including Tremor Media. Before joining SMG in 2008, he was CMO at video ad network Vibrant Media.

Finnegan replaces Dave Walker, who has left Mediabrands, the company has confirmed.

Bombacino joins the firm from, where he was CMO. Before that, he was vp of marketing and client services at Omnicom’s Resolution Media. He replaces Mike Hayes, who has also departed Mediabrands.

The shakeup was orchestrated by Matt Freeman, CEO, Mediabrands Ventures, the oversight unit of Geomentum and several other specialty units including Reprise Media, Shopper Sciences and Velociter.

Freeman termed the shakeup a management upgrade for an operation that will increasingly focus on digital initiatives. Finnegan’s and Bombacino’s digital expertise “make them a truly dynamic duo for Geomentum,” he said of the new hires.

In part, Finnegan’s mission is to help clients become more relevant within the growing location-based digital marketing channels such as Groupon and Facebook Places. Geomentum recently teamed with digital video distributor Mixpo to create a nationally scalable, ZIP code-level addressable platform to dynamically insert digital video messages into banner ads. The agency has indicated that more digital ventures are in the works.