Goodby Seals Media Deal With New York's SFM By Daniel S. Levine and Laureen Mile

SAN FRANCISCO - Abandoning plans to structure its own broadcast media-buying department, Goodby, Berlin & Silverstein said last week

SFM, an $800-million New York-based buying service, will open a S.F. outpost in the GBS offices as well as one in Los Angeles.
The deal creates a foothold in California for SFM and gives Goodby an in-house resource that it hopes will approximate the convenience and flexibility of having its own operation. GBS has wanted to beef up its media resources. The agency said it is seeking a director of media services and plans to raise its media staff to as much as 12 from eight.
‘It’s a commitment on our part to make our media department as powerful as our creative department, which is what we need to do if we are to fulfill our potential,’ said Colin Probert, president of GBS.
Though the arrangement will help establish a beachhead for SFM, the deal will translate into only about a $50-million billings boost to the media firm initially. Sega’s media is handled by Bozell and Bohbot Communications. Western International buys for Carl’s Jr. GBS said it will continue to buy its own print media.
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