IPG Reconsiders Magna's Approach To Media Buying

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Process overly cumbersome, say IPG-agency execs

Magna Global USA’s operational model has some flaws that have created heightened levels of frustration, both internally and externally, in the television media-buying process, sources said. And executives at Magna parent Interpublic Group are discussing ways to fix it.

When it was created three years ago, Magna was touted by then IPG chairman and CEO John Dooner as an innovative new model—the formation of a separate media negotiating company that would use the combined $8.6

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