In what its calling a "unifying" move, media agency Crossmedia announced that Kamran Asghar is taking on the new role of Global CEO.
He co-founded the agency 25 years ago and has served as U.S. CEO. He retains majority control of the agency, which is the largest minority-owned independent agency in the U.S.
As part of the new unified management structure Executive Directors Matthias Bade and Sebastian Schichtel move into global roles leading international clients, centralized performance media, strategic buying, and product development. Both are based in Germany.
The agency also said that Crossmedia Germany is being rebranded to Unbound Media, which will continue to be led by Markus Biermann. That operation becomes what the company called a "preferred media partner" of its global network of founder-led media agencies.
That network, known formally as the "Globally Distributed Worknet" now numbers over 30 media agencies. Last year the firm hired Jess Lewis from Dentsu as Global Chief Technology Officer. Part of Lewis' remit is to oversee and refine the agency's unified global operating standard, which all of the Worknet agencies adhere to.
Crossmedia also works closely with creative agencies, often through a portfolio of independent agencies called Dawn that it co-launched with industry veteran Bob Kantor in 2019. In 2023 it partnered with creative agency Joan on a custom media offering called JoanXMedia.
"Crossmedia has been an international company since our inception 25 years ago, and I am thrilled to lead a strong, unified Crossmedia into the future," stated Asghar. "We have big goals and an impressive growth strategy and vision."
The firm said it would be sharing more on that strategy and vision "in the coming months."
Crossmedia clients include U.S. Bank, Etihad Airways, Invesco, Zalando, Sub Zero, White Castle, Newell Brands, PwC, Airbus and Planet Fitness.