PWA Media Wins Pax TV’s $20 Mil. Business

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

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 the broadcaster’s 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. That was very important to us,” said Paul Wang, PAX executive vice president. “The really good thing about them is that often, before you end up finishing a question, they have the answer.”

PWA was formed last May when Warren and Quintin left Gutsee Media in Pasadena, Calif., to join with O’Connor, most recently with Empower Media’s West Coast operation. Warren has held top media posts at Horizon Media, ICG and Rubin Postaer & Associates here. Quintin is a veteran of Initiative Media and Horizon Media. Warren serves as president of the new shop, with O’Connor and Quintin as managing partners.

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

The agency’s first efforts will be devoted to the coming launch of PAX TV’s third season.

PAX TV is owned and operated by Paxson Communications Corp. The network currently reaches about 80 percent of U.S. television households through over-the-air, cable and satellite TV.

PAX TV recently joined in a strategic partnership with NBC and will broadcast the network’s programming.