IPG Unveils Magna Global Unit

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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.

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