IPG Unveils Magna Global Unit

The Interpublic Group of Cos.’ first global media negotiation company, Magna Global, unveiled last week, is one of many attempts by global media networks to maximize clout: a way to “leverage our assets in a consolidated media market,” says Bill Cella, chairman of the new entity’s U.S. office. But media-agency rivals and consultants say the novel structure’s real impact may lie in conflict management.

Magna will manage the ad spending of its IPG sisters—media networks Initiative Media and Universal McCann and IPG shops that buy for their clients—then negotiate rates, value-added deals and other elements with media companies.