NEWS: WCRS and Mediapolis pool TV buying

WCRS is to pool its TV buying with Mediapolis, the Young and Rubicam/Mediastar media operation, which launches next week with billings of just under pounds 250 million.

WCRS is to pool its TV buying with Mediapolis, the Young and

Rubicam/Mediastar media operation, which launches next week with

billings of just under pounds 250 million.



Mediapolis - a worldwide joint venture owned equally by Y&R and

Mediastar’s parent, Havas Advertising - will open its doors for business

on 16 September as a top-five media player, with a client list that

includes Peugeot Citroen, Microsoft and Colgate Palmolive.



Mediapolis will be headed by Bob Offen, currently Mediastar’s managing

director, who will take over as chief executive. There will be no

managing director role for the foreseeable future.



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Under Offen there will be three managing partners - Phil Danter, who

will take charge of strategy, Russell Boyman, who will have

responsibility for broadcast media buying, and June Stevens. All three

come from Mediastar, although Offen denied that this would cause any

problems with integrating the two cultures.



Of Mediapolis’s billings, around pounds 130 million come from Mediastar,

pounds 80 million from Y&R, and around pounds 25 million will be TV

buying on behalf of WCRS.



WCRS’s media department had been holding out against joining its Havas

sister company, Mediastar, in the venture. But the loss earlier this

year of its BMW media buying business - which clashed with Mediastar’s

Peugeot Citroen account - cleared the way for some co-operation.



Marc Mendoza, the media director of WCRS, explained: ‘The reality of the

TV marketplace means that size is crucial to protect our clients’

interests in the future.



‘By conducting annual negotiations alongside Mediapolis, we ensure that

our clients receive the keenest possible deals.’.



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