WPP, a world leader in marketing communications, said its key agencies MediaCom and Media Insight will merge under the MediaCom brand to create a larger media network with combined operations in Beirut, Riyadh, Casablanca.

The WPP move is aimed at rationalising and consolidating its portfolio of media agencies across the Mena region focusing today on MediaCom.

The new MediaCom, which will have its headquarters in Dubai, is set to enjoy a shared portfolio which includes Nestle, National Bank of Abu Dhabi, Volkswagen Audi Group, P&G, Shell, Aujan and Turkish Airlines, said a top official.

Eric Hanna, formerly Grey Group’s Mena COO, will now lead the MediaCom Mena network from Dubai, reporting directly to Nick Lawson, MediaCom’s CEO for Europe, Middle East and Africa region, based in London.

Commenting on his appointment, Hanna said, 'Leading MediaCom and supporting the seamless merging of two WPP agencies in the region is a challenge, one I am really excited to take on.'

'The two teams are a solid match in terms of skill set and outlook. Everyone in the region is ready to leverage the power of diaCom globally to offer clients differentiating media solutions that help build their brands and as a result, business,' he added.

Lawson said the Mena region had shown real resilience over the past year or two making it strategically important for its global operation and a focus for further investment.

'It was imperative that we identified the right person for the job and in Eric Hanna, we believe we have. Eric has very solid knowledge of the region having worked there for many years. This combined with his experience both in house and agency made him the ideal candidate to lead MediaCom into this new phase of its life,' he added.

MediaCom is one of the world’s largest media communication specialists, with billings exceeding $26 billion and 111 offices in 89 countries around the globe.-TradeArabia News Service