Grey Global Group has acquired Media21, the London-based online
media planning and buying specialist, in a bid to strengthen its digital
Media21 will be rebranded as Beyond Interactive, Grey’s new-media
operation, and will become the European headquarters for the
The London founders and management team of Rick Sareen, Nick Suckley and
Peter Robins will remain and take on the task of expanding Beyond in
Sareen, who takes on the title of chairman of the new company, said that
the increasingly pan-European nature of some of its clients made the
deal a necessity.
’In the summer we made a decision that if we were to grow and service
our clients, we had to form a partnership. Our clients were increasingly
pan-European and if we didn’t do this we would start to lose them,’ he
Beyond has been looking for a UK partner for some time and is known to
have approached other independents, including i-Level.
Media21 was founded in January last year and now employs 20 staff. Its
clients include Bol.com, QXL.com and Virgin.net.
Ed Meyer, the chairman, president and chief executive officer of Grey
Global Group, said: ’This acquisition reinforces Grey’s commitment to
continuing to build its digital advertising presence. Our partnership
with Beyond reinforces and demonstrates the state-of-the-art interactive
resources that we can offer our clients.’