MTW Forms West Coast Union

Williams Worldwide and The Newspaper Network have entered into a joint operating agreement with media buying agency Media That Works in Cincinnati. The venture is an effort to broaden the bases of each partner.
The new unit, called MTW Media Group, merges the broadcast buying expertise of MTW, the print buying and database capabilities of Sacramento, Calif.-based The Newspaper Network and the direct response knowledge of Williams Worldwide in Santa Monica, Calif.
Combined billings for the three partners are approximately $500 million, according to Bill Price, chairman of 12-year-old MTW. His shop contributes more than $200 million to the billings total, he said.
“This is a marriage of three agencies that are about the same age and the same size, all highly regarded in their areas and all intent on moving forward,” Price said. “Together, we offer a powerful combination.”
Each shop continues to service its clients and seek new business for itself and for MTW Media Group, where appropriate.
“Each of us has the opportunity and the obligation to present MTW Media Group’s services” to prospective clients, Price said.
Tim Hanke, who joined MTW’s office in San Diego in January as an executive vice president and partner, was the driving force behind the alliance, Price said.
Hanke has worked with The Newspaper Network’s president Jerry Grilly and Williams Worldwide’s chief executive Kathleen J. Williams. Hanke suggested the three agencies discuss the possibility of pooling capabilities.
MTW Media Group will operate from offices in Atlanta, Chicago, Dallas, Los Angeles and New York.
Williams Worldwide’s client roster includes Quaker State, Philips Electronics, Hoover and the Los Angeles Times.