Universal McCann Merges Its Online And Emerging Media Units

Media convergence will not spare ad agencies. Interpublic Group’s Universal McCann (UM) has merged its online and emerging media operations into a single unit. It’s more of a “formalization of our go-to-market strategy” than a reorganization of businesses, David Cohen, the new U.S. director of digital communications heading up the U.S. division told ClickZ. He’s in charge of integrating all new and emerging media including broadband, wireless, VOD and gaming. Cohen said that steps like the merger of online and emerging media units ultimately will lead towards full integration of all media, digital and traditional.

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