IPG and Liberty Join Forces

NEW YORK — The Interpublic Group of Cos. has formed a strategic alliance with Liberty Livewire, a Santa Monica-based provider of television post-production and programming distribution, to create marketing opportunities in the field of interactive television.

The lead agency in the partnership will be McCann-Erickson Worldgroup, New York, and its media services arm, Universal McCann.

The alliance has been dubbed “Covered Bridges,” a name that attempts to signify the “safe passage” the companies plan to offer marketers and media companies that participate in the IPG/Liberty interactive opportunities.