MediaCom Beyond Borders Debuts, Riddell Heads

Fraser-Riddell-AMediaCom Worldwide has formed a new unit dedicated to international advertisers based in the United States, the WPP shop confirmed Tuesday.

The new division -- dubbed MediaCom Beyond Borders -- will be headed by Fraser Riddell, a 23-year agency veteran who is taking on the new role of Global Chief Client Officer.  

Stephen Allan, chairman and CEO, MediaCom Worldwide, stated that in his new role Riddell would “be able to offer USA-based worldwide clients the central leadership and specialist services they require.”

Among MediaCom’s international advertisers with headquarters in the U.S. are Coca-Cola and Procter & Gamble. Last week, the agency added media planning and buying duties for Coca-Cola in the UK after a review.

Previously, Riddell was global chief business development officer, a post he held for five years. Over that time, Riddell and his team delivered over $9 billion in new billings, per the agency.

Succeeding Riddell is Toby Jenner, currently COO of MediaCom Asia Pacific. He is relocating to New York in June to assume his new assignment.

Jenner joined MediaCom in 2008 as CEO of MediaCom Australasia, moving to his current role in 2011. Under his watch, the shop reeled in the media planning and buying duties for dairy company Fonterra across the Asia-Pacific and Middle East regions, where the client spends an estimated $150 million annually on ads.

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