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LOS ANGELES–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.
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