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Western International Media, a leading media buying firm, is in negotiations to buy up an unspecified stake in another Los Angeles-based neighbor, Zentropy Interactive, people close to the negotations said. The deal could be finalized as soon as this week.
Daniel Roth, chief strategic officer at Western, declined to comment on the talks. Roth and Western president and chief operating officer Michael Kassan are believed to be heading discussions for the agency. Zentropy officials also refused to comment.
The potential investment in Zentropy by Western, a unit of The Interpublic Group of Companies, New York, would give the media-buying stalwart a division to develop online media, in the form of both Web sites and ad units, as it continues in its strategy to work more directly with advertisers rather than through ad agencies.
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