Harpell Opens Media Division To Service Clients, Other Shops

Seeking to add a profit center and establish a presence in the potentially lucrative media buying marketplace, Harpell/Martins & Co. has formed H/M Media.
The three-person division run by senior media planner Derek Springer will service the Maynard, Mass., agency’s mainly high-tech accounts as well as solicit media clients on its own. The unit also will act as a resource for other shops that may not have media departments, said agency president Pat Harpell.
H/M Media will offer print, broadcast, radio, cable, outdoor, direct and online buying and planning.
When H/M Media contracts with an agency to buy media for clients, the creative shop will receive some negotiated percentage of the media commission, said Harpell. The unit also will enter into noncompete agreements with agencies, promising that Harpell/Martins will not solicit the creative business of clients for which it buys media, Harpell said.
Harpell characterized the formation of H/M Media as a move to help the 50-person shop, which has enjoyed significant billings growth for the past two years, continue its success and diversify its services. The agency also recently opened an office in San Jose, Calif., to handle client Netcom.