GroupM has turned to a veteran of WPP media shops to run Modi Media, a new unit that aims to improve the targeting behind TV ads.
Michael Bologna joined WPP's MEC in 1998 as an assistant media planner on the agency's AT&T business and and was an original member of MEC's digital arm, The Digital Edge. Most recently, he was director of emerging communications at GroupM. His new role is president of Modi Media, which GroupM unveiled today.
The new unit will focus on digital content distribution, addressable TV, hyper-local TV and interactive TV. Its goals are to advance consumer targeting, improve the return on marketer investments and deepen consumer engagement, according to GroupM North American CEO Kelly Clark.
"We are preparing for a world of media consumption and advertising message delivery that is radically different from what we see today," Clark said in a statement. "Data and technology are driving enormous change in the structure and the economics of the television business and it's critical that we are ready to help clients navigate the new landscape."
Modi Media will work for clients of GroupM's media agencies, which include Mindshare, MediaCom, Maxus and MEC, as well as other WPP shops. In addition, the unit will work directly for marketers, including those that don't already employ GroupM agencies.