• by Joe Mandese  @mp_joemandese, August 16, 2023

Long-time media agency executive Lucas Cridland has joined Shelton, CT-based performance marketing agency BMG360 as CEO.

Cridland, who previously was COO of Dentsu's U.S. media operations, left that agency in March 2021 to become managing director of Hudson Bridge, a consulting practice within MediaLink that was set up to advise advertisers and agencies on how to transform their media-buying technology operations.

Prior to Dentsu, Cridland served as global director of trading at Omnicom Media Group.

He began his agency career as a TV buyer at Publicis' ZenithOptimedia in 1993.

Founded in 2003, BMG360 describes itself as "creative, results-driven performance marketing experts" focusing on direct response in both traditional and digital media, as well as search and other performance media.