NEWS: Leagas Delaney hands TV buying role to AMV
By CLAIRE BEALE, campaignlive.co.uk, Friday, 26 January 1996 12:00AM
Leagas Delaney is shutting down its in-house TV buying function and handing the task to the media department of its sister shop, Abbott Mead Vickers BBDO.
Leagas Delaney is shutting down its in-house TV buying function and
handing the task to the media department of its sister shop, Abbott Mead
The decision is a recognition of the growing need for volume in TV
buying negotiations. The hope is that the combined billings will give
the clients of both agencies more clout in the TV market, possibly
leading to cheaper airtime costs as negotiations become increasingly
driven by volume discount.
Leagas Delaney’s TV billings are expected to reach around pounds 15
million this year, including spend from clients such as British Gas and
Adidas. The move will bring Abbott Mead’s TV spend to around pounds 80
Jerry Fielder, the chairman and media director of Leagas Delaney, said:
‘The most effective way to protect our clients’ competitive position in
the ever-changing television market is to outsource the buying to a
proven, large-scale partner.’
Fielder added that the initiative was unlikely to affect significantly
the way his clients’ TV campaigns are bought in the short term.
Abbott Mead has been in talks with its fellow Omnicom shop, BMP DDB
Needham, about merging the two agencies’ media operations.
However, Fielder denied that the decision signalled a move away from the
agency’s full-service philosophy. ‘Full service is about the control
that the creative source has over the media placement,’ he said. ‘We
will retain full control of all media within the agency, we’ll just be
outsourcing TV buying. It’s an evolvement of the full-service
Leagas Delaney is understood to have held exploratory talks with a
number of suitable partners, but although Abbott Mead is not one of the
top five players in the TV market, it provided the best cultural fit.
Fielder is now predicting that other agencies will follow suit, and
believes there could be as few as six buying points dominating the TV
market by the year 2000.
This article was first published on campaignlive.co.uk
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