NEWS: Interfocus assigns media business to CIA Medianetwork

Interfocus, the through-the-line agency, has handed CIA Medianetwork its entire pounds 5 million media portfolio, leaving its former partner, the Media Business, out of the frame.

Interfocus, the through-the-line agency, has handed CIA Medianetwork its

entire pounds 5 million media portfolio, leaving its former partner, the

Media Business, out of the frame.



The deal marks the formalisation of a partnership that began about three

months ago. The two companies will pitch jointly for new business, as

well as targeting clients for whom Interfocus does not currently handle

media.



Interfocus currently has media buying or planning for a number of

clients including Scottish Life, Budget Rent a Car, South Eastern

Railways and BP. It has also handled specific buying projects for

Associated Newspapers and Morphy Richards. Clients it currently handles

some planning but no buying for include Sony, 3M and Reckitt and Colman.



Matthew Hooper, the managing director at Interfocus, explained: ‘We

chose CIA because it offers a full media service that will provide our

clients with a through-the-line, multi-disciplined approach.



‘We wanted to work with an independent with whom we could do joint work

as well as joint pitching. We will target those clients that are looking

for effective media-led solutions.’



Mike Anderson, the director of business development at CIA Medianetwork,

said: ‘We position ourselves as a full-service media offering. We have

relationships with 47 creative agencies.



‘Interfocus offers a full-service, through-the-line creative approach

and we felt we complemented each other well.’



Interfocus had worked with the Media Business for three years. Before

that, it worked with BMP. Interfocus bought itself out of Omnicom in

1992.



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