MediaVest Takes DirecTV Media Buying

NEW YORK MediaVest has been handed DirectTV’s $135 million-plus media buying account without a review, the client confirmed.

The Publicis Groupe shop in New York has handled media planning for the satellite TV provider since Sept. 2000. Interpublic Group’s Mediaworks, New York, which also buys for former DirecTV owner General Motors, was the incumbent.

The move to MediaVest was made to “consolidate both [media] functions under one roof,” said a DirecTV representative. IPG’s Deutsch/LA, Playa del Rey, Calif., handles creative. Last month, Rupert Murdoch’s News Corp. paid $6.6 billion to GM for a controlling interest in DirecTV parent Hughes Corp.