MGM takes over DPA’s pounds 15m media business

Manning Gottlieb Media has forged a strategic alliance with the full-service agency, DPA, which will see MGM picking up in excess of pounds 15 million of billings, including the pounds 6 million planning and buying task for Sony Music.

Manning Gottlieb Media has forged a strategic alliance with the

full-service agency, DPA, which will see MGM picking up in excess of

pounds 15 million of billings, including the pounds 6 million planning

and buying task for Sony Music.



The arrangement means MGM will take over the media planning and buying

for DPA’s existing clients and accompany the agency on pitches for

future business.



DPA initiated the partnership in order to provide added value in media

strategy and implementation to its existing leisure-based clients -

which include the BBC channels, World and Prime, and Music Collection

International (MCI) - and to be able to pitch for larger clients in the

future. Up until now, DPA has handled all the media planning and buying

for its clients.



Colin Gottlieb, a managing partner of MGM, said: ’For DPA to have done

this is a huge step. Most agencies make this kind of move under pressure

when they are about to lose business. In this case, DPA has set up this

arrangement as a strategic move.’



DPA will initially take a loss in revenue from the transfer of services,

but John Duncombe, the agency’s managing director, explained: ’This is

part of a regeneration of a company that has been around for a long time

and we see this as an investment.’



Gottlieb added: ’Lots of people may well decide that DPA is mad for

doing this, but giving us a chunk of its income puts the onus on us to

perform well and bring in new business.’



DPA - formerly known as David Pilton Advertising - has been operating

for 30 years. Seven years ago, it set up Target Media as a conflict

shop.



Its business includes the Polygram and BMG record companies and Film

Four.



Duncombe said Target’s clients would remain separate from the

arrangement ’for the time being’.



BMG is currently centralising its pounds 10 million media planning and

buying business, which is jointly held between Target and Media Campaign

Services.



Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

MEDIA

Transformational tech is here, now

MEDIA

Is Blockchain the answer to ad fraud?

MEDIA

The Thinkboxes shortlist: July/August 2017

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).