MDC’s Assembly Gets Bigger Through Another Merger

This time Doner Media becomes part of the operation

MDC Partners is merging media units again.

Seven months after TargetCast merged with RJ Palmer to create Assembly, Assembly is absorbing Doner Media, the media planning and buying arm of Doner. 

The 100 staffers and accounts at Doner Media will now be part of Assembly, and Doner Media chief media officer Greg Clausen will become managing partner at the combined operation. The move extends Assembly's geographical footprint beyond New York to include Southfield, Mich., Atlanta, Los Angeles and Cleveland.

Known for its local planning and buying, Doner Media has been part of creative shop Doner for more than 20 years. Its accounts include Arby’s, Perkins, PGA TOUR, Smithfield Foods and The UPS Store. Since January, the unit has added clients such as grocery chain Meijer, which spends more than $30 million in media annually, and wireless communications company C Spire, whose annual media spend also hovers around $30 million.

Since Assembly's launch in March, the shop has added new accounts like Timberland and new faces to its management team, including Jeff Brooks as chief commercial officer and Catherine Warburton as chief investment officer.

Assembly CEO Martin Cass said that with the addition of Doner Media, the agency is "now even better equipped to optimize marketers’ media investments and deliver unique business-building programs for clients across categories."

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