Magna's Local Focus

Magna, one of the first attempts to amass buying power across several agencies, is directing that clout into radio and local TV. The IPG-owned unit that offers research and marketplace intelligence tapping the collective buying power of Initiative, Universal McCann and ID Media recently wrapped its first network radio and spot TV deals. Using a collaborative process it calls “flexible scale,” Magna placed $100 million in network radio and $150 million in spot TV. Though Magna declined to name participating clients, its shops represent advertisers including Chrysler, BMW, Home Depot, Quiznos and Johnson & Johnson.