IPG shuttering Media First; Bill Cella to leave


Interopublic Group (IPG) has decided to move its Media First International, a  media agency acquired in 2002, into Initiative NA, effective 1/1. Also on that day it has been announced Bill Cella will step down as CEO of its Magna Global Worldwide unit and as vice chairman of DraftFCB. Cella has led Magna Global since its formation in 2001.

Said Cella in a statement: "Throughout my career, I have always been motivated and attracted to working on world-class brands with world-class people and delivering significant results. At Magna, I believe my job is done and I am proud of my accomplishments. I am looking forward to the next chapter which will include the opportunities that a combination of traditional and digital media represent for the future."
Media First will be shut down and CEO Ed Weiner will reportedly become a group account director at Initiative handling former Media First accounts. Media First clients include Cablevision Systems, Vtech, Delta Dental, Northwest Airlines, and Fuse.


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Carl has been with RBR-TVBR since 1997 and is currently Managing Director/Senior Editor. Residing in Northern Virginia, he covers the business of broadcasting, advertising, programming, new media and engineering. He’s also done a great deal of interviews for the company and handles our ever-growing stable of bylined columnists.