COLUMBUS, OHIO - Hameroff/Milenthal/Spence here and media shop Media That Works, Cincinnati, have entered into an exclusive alliance that has MTW setting up an exclusive buying system for the agency effective immediately.
As part of the deal, MTW will buy media for some of Hameroff's clients, and the agency will be able to tap into MTW's research computer services. The media shop will also do some buying for Hameroff, and the agency will have on retainer a number of the buying firm's buying specialists in cable, target marketing, magazine, interactive, and outdoor/transit, according to Hameroff chairman David Milenthal.'
Hameroff will still handle the media planning functions and will keep its media department in tact. However, the agency brought over Brian McHale from MTW in order to run Hameroff's media department.
No financial transaction took place between the two agencies, however, Hameroff will have to pay an undetermined fee to MTW for the services it uses. As part of the agreement, MTW has agreed not to work with another Midwest agency, even though it will still seek and work on its own media business.
Hameroff officials said the alliance was born out of its need to compete with larger agencies for regional and national business in the future. 'Overnight, we are able to position ourselves in an exclusive arrangement to handle work on a national basis,' said Rick Milenthal, executive vp of H/M/S.
Copyright Adweek L.P. (1993)