The digital agency appoints Antoine De Trogoff as regional strategy and content director and Tom Hardstaff as regional strategy director.
Both were previously at Mediacom in the UK.
The company says “there was no specific intent to hire senior media professionals from Mediacom UK,” adding the hires are not part of an effort to expand a particular department.
De Trogoff is responsible for the setup of UM Studios (the network’s content creation agency) in the region and is, in parallel, the Strategic lead on L’Oreal brands.
The network plans to launch UM Studios by early 2015.
De Trogoff says: ”The last few years have seen numerous changes in our industry with the role of content completely challenging our business, it is such an exciting time to join the region and support UM’s growth and I am thrilled to be part of such a vibrant agency.”
Hardstaff will develop and implement Mena Coke workshops.
He says: “The challenges Coca-Cola faces in the Mena region differs to that of other international markets… we have the opportunity to deliver remarkably engaging consumer campaigns and ultimately reposition Coke as the number one drinks brand in the region.”
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