Pia Coyle is leaving WPP's Ikon for a senior role at independent media agency Avenue C.
WPP had previously announced Coyle's replacement as national investment director as Shalyce McLean.
That followed WPP AUNZ’s announcement that it was combining Ikon and AKQA Media to create a new media company.
But Coyle's destination has been unknown, until now.
Coyle is going to Avenue C as managing partner, joining three colleagues from her days at UM: Daniel Cutrone, Hugo Cutrone, Will Chapman.
She has had a long career in media, first at Starcom and then UM. She has been at Ikon since 2011.
"I used to work with Dan, Hugo and Will when we were in our early twenties at UM," she told AdNews.
"We always used to joke about working in a startup agency together and never thought it would happen.
"We all cut our teeth together as traders and planners, and always had this dream of doing our own thing. And then the boys went and did it cause they're entrepreneurial and like to take risks and I waited three years and now I'm doing it."
Hugo Cutrone, managing director: "We are so excited to have Pia join us as managing partner at Avenue C. Pia is one of the market’s best media professionals who is not afraid to get her hands dirty. She has a passion for delivering real results for clients and a genuine love for the industry.
"Avenue C has been built on bringing highly experienced media professionals together to do what they do best. As a craft leader with 19 years’ experience Pia will be the perfect addition to the Avenue C team."
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