In response to rapid media convergence the Universal McCann network has restructured its online and emerging media operations into single units across its worldwide locations.

UMc, owned by New York-headquartered Interpublic Group, has appointed the London office's joint ceo Damien Blackden as evp, director of strategic marketing technologies across Europe, the Middle East and Africa.

His counterpart in the US is David Cohen, newly named director of digital communications. He will be responsible for integration of all new and emerging media such as broadband, wireless, VOD and gaming.

A similar reorganization will follow in Asia.

Explains Nick Brien, UMc's worldwide ceo: "Until now the majority of agencies have arranged their digital offering as bolt-on additional services and products. I want digital to sit at the core of UMc."

Adds Cohen: "Before we know it the lines between digital and analog communications will be eradicated. All communication will be digital. That is why it is paramount that this practice sits at the core of our organization."

Data sourced from; additional content by WARC staff