McKinney Hands Off Broadcast Media Buying

McKinney + Silver has turned over its broadcast media-buying duties to sister Havas agency MPG.

The Raleigh, N.C., shop’s media planning and print buying remain in-house under McKinney executive media director John Klein.

“We’re part of a global network with strong buying capabilities,” said McKinney chief executive Brad Brinegar. “Not to take advantage of Havas’ re-sources would be irresponsible.”

Brinegar said McKinney, ac-quired by Havas in April 2001, no longer has the internal capabilities to compete with larger foes like the Interpublic Group’s Initiative Media and WPP’s The Media Edge.

“The bottom line is that the strength of the major media companies is not only their buying clout, but systems and tools that smaller shops can’t afford,” Brinegar said.

Among the accounts handed off to MPG are Audi, Krystal and Nasdaq.