California Shop Puts New Twist on Media Bidding

LOS ANGELES — Keen Eye International has repositioned itself as a media buying and planning broker and will put an estimated $75 million-plus in media billings up for bid in the second half of the year, sources said.

The San Diego agency is shopping what it calls the “Media All-Stars” bid process, based on the concept that agencies have differing strengths across media and markets. One shop may have a top buying or planning operation in Chicago or New York, for example, but “maybe another agency has a better buyer in Topeka,” said a source.

Keen