Not just that, but he joins after 17 years at deadly rival Omnicom where he was worldwide chief trading & accountability officer which looks, on the surface, like much the same kind of role (although accountability has disappeared from his new title, possibly on the grounds of brevity).
Boserup himself says “In media trading, scale will always be important, and in that respect GroupM can offer its clients something that other agency groups can’t. As a competitor I have seen GroupM prove again and again to be capable of great things and I am thoroughly looking forward to becoming part of that success. I remain humble to the challenge, but I have already identified areas that I will be working on with the teams and I am confident we will be able to deliver significant incremental value to GroupM’s clients.”
Quite how important Boserup turns out to be presumably depends on the relationship between GroupM and its constituent media agencies. But GroupM now seems to be the all-powerful centre of WPP’s media activities with the agencies (MediaCom, Mindshare, MEC and Maxus) the operating units. Big clients are likely to get the GroupM treatment rather as big creative agency clients deal, initially anyway, with WPP itself rather than the likes of Ogilvy or JWT.