Penny Reid (46), former chair of Omnicom Group's London direct marketing shop Tequila is the new chief executive of the Cannes Lions International Advertising Festival.

Reid, whose agency background includes direct marketing and financial account management, was named Monday by London-headquartered media group Emap Communications which acquired adland's annual seaside outing in August 2004.. She replaces Terry Savage who becomes the event's chairman.

This year the hitherto advertising-centric Côte d'Azur gongfest debuts a new award - the Promo Lions, complete with its own jury and jury president. This will embrace all forms of sales promotion, including retail marketing, environmental design, instore advertising and media.

The new category follows on from the event's laggardly recognition of other marketing disciplines such as interactive, media planning/buying and direct marketing.

Reid's career also includes stints at ad agencies Bates Dorland and BMP DDB [both now defunct through merger] where she ran two major financial services accounts: respectively Halifax bank and Barclaycard.

Data sourced from AdAge (USA); additional content by WARC staff