Edgardo Frias has been named CEO of MediaCom Mexico. Edgardo, who was previously Senior Group Director of Starcom Mexico, will join MediaCom on March 12, 2012.

In this newly created role, Edgardo will assume control from Sergio Cabrera, who has been MediaCom Mexico’s COO since 2010. Having led MediaCom Mexico for the last couple of years, Sergio now moves to a different post within GroupM, where he will apply his specialist operational and media knowledge as Head of Pricing.

Edgardo will lead and strengthen MediaCom’s local offering in Mexico, providing best-in-class service and business solutions to all clients in the market.

Edgardo, who has extensive experience of the media industry, joins after nine years at Starcom Mexico. There, as Senior Group Director, he managed all strategic planning and operations for some of the agency’s biggest clients across a wide range of sectors. 

On Edgardo’s appointment, Fernando Emilio Silva, the newly appointed CEO of MediaCom Latin America, said: “Edgardo is a real expert in all media-related issues and has very strong negotiation skills. He is universally respected by clients, the media and his team, and has an attitude that fits perfectly with our ‘People first, better results’ philosophy. I am excited about this appointment”

Edgardo Frias said: “MediaCom’s ambitious plans for Mexico are hugely exciting. I am looking forward to working with such a strong team and am confident that we can build on the strong foundations that Sergio has put in place.”

In recent years, MediaCom has experienced significant growth in Latin America. In Mexico, MediaCom works with Fox TV network, Bayer, Electrolux and Revlon, among other clients.

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