PWA Lands PAX’s Media Planning, Buying Account

PAX TV has hired fledgling media consultancy PWA Media to handle its estimated $20 million-plus media planning and buying account. This is the first win for the 3-month-old PWA, formed by the union of local media-agency veterans Pam Warren, Courtney Quintin and John O’Connor.

The decision was made after an informal review that included other undisclosed agencies, the client confirmed. Wilton, Conn.-based Media Partnership, a unit of Initiative Media North America, had been working with the “family-friendly” PAX network and the 60-plus members of its TV-station group. Media Partnership will continue to work with PAX on a project basis.

“The people at PWA know media, but they also know the TV business, and that was very important to us,” said Paul Wang, PAX evp. “The really good thing about them is that often, before you end up finishing a question, they have the answer.”

The agency’s first efforts will be devoted to the coming launch of PAX’s third season. Creative for PAX is handled in-house.

PWA, based in Los Angeles, was formed last May when Warren and Quintin left Gutsee Media in Pasadena, Calif., to join with O’Connor, formerly of Empower Media’s West Coast operation. Warren has held top media posts at Horizon Media, ICG and Rubin Postaer & Associates in Los Angeles. Quintin is a veteran of Initiative Media and Horizon Media.

Warren serves as PWA’s president; Quintin and O’Connor are managing partners.

“The three of us have worked on a lot of big clients at a lot of big agencies,” said Warren of the win. “This is just an endorsement of our belief that we’ve developed a formula we think is right for clients and provides the best service possible.”

Sources estimated that media spending for PAX last year was about $20 million.

PAX, based in Studio City, Calif., is owned and operated by Paxson Communications Corp., and reaches U.S. households via over-the-air, cable and satellite TV. The network recently partnered with NBC to broadcast NBC’s programming.