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Interpublic’s Mediabrands appears to be the latest media agency network taking steps to reinvent its handling of the $5.5 billion local buying process, seeking better leverage and efficiencies in the historically cumbersome market.
Rival agency conglomerates WPP, Publicis Groupe and Omnicom Media Group have already created new buying platforms and/or restructured units.
Mediabrands, which oversees Initiative, Universal McCann and other IPG media assets, is exploring a number of restructuring alternatives, according to sources. One option under consideration: combining the agencies’ local spot-buying units with Mediabrands’ barter trading unit, Orion, to maximize the utility of Orion’s sophisticated electronic trading platform.
Mediabrands
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