MediaCom Unites Online, Offline Units

NEW YORK — Grey Global Group’s MediaCom, New York, is combining its digital properties, MediaCom Digital and, with the interactive operations of Grey’s Beyond Interactive, Ann Arbor, Mich.

The combination adds $266 million in global Internet billings to MediaCom’s over $10 billion in media placement, a Grey spokeswoman said.

“We have seen a growing demand for truly integrated media approaches that combine these new digital services with today’s increasingly complex offline media solutions,” Alec Gerster, MediaCom’s chief executive. “The convergence of these skill sets is inevitable.” He said the larger unit “will enhance our ability to plan, execute, and optimize media across all digital and non-digital platforms as well as across borders.”

Since Beyond Interactive joined Grey Global in 1999 and teamed up with MediaCom on accounts, the next step– putting online media buyers under one umbrella — seemed like a natural progression, a source said.

A spokesman said no layoffs would result from the change. Soft online advertising already has cost Beyond nearly 200 employees since October.