Momentum Worldwide has tapped Peter McGuinness to head its Europe/Middle East/Africa operations as part of the agency's global management revamp.

McGuinness replaces Kevin McNulty, who took the new post of worldwide CMO at Momentum earlier this month (Xtra Feb. 2).

McGuinness becomes regional director of Momentum EMEA on March 1. He also takes the title of worldwide director of consumer products activation, a new position.

"Peter's arrival will help us take advantage of the fact that increasingly consumer products marketers are not only shifting budgets in order to focus on local activation, but also are looking for local initiatives that can be rolled out across borders and even globally," said Momentum CEO Chris Weil in a statement.

McGuinness comes to Momentum from sister shop McCann Erickson, where he oversees the ad agency's global Unilever and MasterCard businesses. Replacing him is Daniel Binns, who becomes worldwide account director on Unilever; Binns has been worldwide account director on McCann's Coca-Cola business. (Lori Senecal steps into that post, returning to McCann from DDB, where she has been global CMO.)

New York-based Momentum is expected to name a regional director for Latin America soon.

Momentum ranked No. 1 in the 2005 PROMO 100 with estimated 2004 net revenues of $81 million, up an estimated 43% from 2002.

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