Poulter Partners is joining forces with Cogent and New PHD to
create what is claimed will be the third-largest media independent
outside London - as predicted in Campaign (5 February).
An agreement has been signed that will allow the Leeds shop to become
the third partner in PHD Compass, the media joint venture established
three years ago by Cogent and New PHD.
As a result of Poulter’s arrival, the expanded operation - rechristened
New PHD Compass - will take over planning and buying on the pounds 10
million McCain Foods account.
Chivers Hartley, Shippams spreads, Office World and Yorkshire
Electricity will also be added to the client list.
MediaVantage, the Poulter media buying arm, will be folded into the new
venture which will have billings of pounds 35 million, according to
Mark Cross, the PHD Compass managing director, becomes chief executive
of the enlarged company with Mark Girling, the media director, filling
the managing director’s slot. They are being joined by Andrew Diamond,
the MediaVantage media director, who will be managing partner. Nick
Horswell, a PHD partner, has been appointed chairman.
Richard Lewis, the Poulter chairman, said the deal would be followed by
an aggressive expansion drive by the new company in the North-east where
the media market was worth pounds 500 million.