UM Recasts Digital Services

NEW YORK Universal McCann said it has reorganized its online and emerging media operations into one unit that will be overseen domestically by David Cohen as U.S. director of digital communications, reporting to UM U.S. president Mary Gerzema. UM is owned by Interpublic Group.

Previously, Cohen had been svp of UM Interactive in New York, where he specialized in integrating clients’ Internet plans into their overall ad strategies. Now he will oversee the integration of all new and emerging media, including broadband, wireless, VOD and gaming platforms.

A similar reorganization has been put into place for UM’s European region, with Asia to follow, UM said. Cohen and his global counterparts will work closely with Brant Breen, who joined IPG at the beginning of the year as evp and director of strategic development and innovation.

“Until now the majority of agencies have arranged their digital offering as bolt on, additional products and services,” said Nick Brien, UM worldwide CEO, in a statement. “I want digital to sit at the core of UM. It will be the lead constituent for bringing to market our values of thought leadership, creativity and accountability, supporting our commitment to provide innovative communications solutions to our clients.”

“Before we know it,” said Cohen, “the lines between digital and analog communications will be eradicated. All communication will be digital. That is why it is paramount that this practice sits at the core of our organization.”