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Mel Cruickshank, the chief executive of Lida, has been poached by Wunderman to lead its UK operation.
Cruickshank replaces Brendan Tansey, who is moving to an unspecified role within WPP, and becomes the president of Wunderman UK and a member of the Wunderman Leadership Board.
She will report to the Wunderman chairman and chief executive, Daniel Morel, and is expected to join later this year.
'Mel's knowledge of digital marketing is what clients look for; in a world that is always on, they want to know what works in social, what levers to pull in …