MUMBAI: Mediagedge:cia has tapped media veteran Bruce Jay Cohen as managing partner, director of national broadcast. He will oversee all buying duties for Campbell’s, Toys “R” Us and Mattel accounts.
 

 
Before joining Mediagedge:cia, Cohen was a consultant to Masterfoods, where he managed the company’s brand budgets, the relationship with their media buying agencies, and their branded entertainment assignments. Cohen had previously spent 20 years at MediaVest.
 
 
As senior vice president, national broadcast in New York, he oversaw all broadcast duties for clients including Proctor & Gamble, Burger King, Dow Chemical and Pillsbury. He holds a BA from the University of Miami and resides in Hartsdale, NY.
 
 
"For major clients such as Campbell’s, Toys “R” Us and Mattel, it was imperative that we bring in a highly seasoned broadcast buying professional. Bruce has been in the thick of network, cable and syndication implementation for more than 20 years and is well suited to lead these clients through today’s rapidly changing communications landscape," said Mediagedge:cia chief investment officer Rino Scanzoni.