• by Steve McClellan  @mp_mcclellan, June 13, 2012

In a surprise management shakeup, Brian Terkelsen has been named CEO of New York-based MediaVest USA, effective immediately, the agency has confirmed. Terkelsen will report to Laura Desmond, global CEO of Starcom MediaVest Group, the Publicis Groupe media agency network. 

Terkelsen succeeds Bill Tucker, who has been appointed president, global client operations, Starcom MediaVest Group, overseeing some of the network’s growing roster of new multinational clients.

Terkelsen began his SMG career with MediaVest in 2003 to build the agency’s branded content practice, which evolved into SMG LiquidThread in 2010. He has served as president of LiquidThread since then, growing it globally and evolving it into a digitally led content practice. 

Terkelsen was also instrumental in SMG’s BermanBraun content deal that provides the agency with first looks for new sites, formats and ideas.

Desmond stated that Terkelsen’s “unique content, business-building and digital marketing background, give him tremendous ability to bring big ideas and to know how to build them.”

He added that as "the marketplace continues to pivot on innovation, content and digital experiences," Terkelsen’s “talent, marketplace relationships and business acumen make him an exceptional leader.”  

Prior to joining MediaVest, Terkelsen co-founded Eco-Challenge Lifestyles, Inc. with Mark Burnett in 1992. He served as an executive producer for numerous productions of Eco-Challenge on MTV, ESPN and for Discovery Channel’s Eco-Challenge series.

Terkelsen began his career in investment banking, working with institutions like Citicorp, Banker’s Trust and Barclay’s, as well as digital marketing positions with several Internet companies. 

Tucker’s new remit will leverage his multinational client expertise spanning executive positions across Kraft, Heineken, and other AORs during his career, the agency stated. He will report to John Sheehy, president of global operations for SMG.

Tucker had served as CEO of MediaVest since 2007. He is credited with growing the agency’s roster with blue-chip clients, like Comcast, Wendy’s and Bristol-Myers Squibb, and developing a stronger digital operation.