Billetts launches US arm in response to 'demand for clarity'

Billetts, the media consultancy, is continuing its global expansion with the launch of a US operation called Media Performance Monitoring America.

The company is jointly owned by Billetts, Erwin Ephron of the media company The Ephron Consultancy and Neil Klar of the media data provider SQAD, and will be managed on a day-to-day basis by the chief operating officer, PJ Leary, with a dedicated American team.

Leary has a US media agency background having held a variety of management roles at agencies including Young & Rubicam, Ammirati & Puris and Lowe.

The New York-based MPMA will initially analyse and audit advertisers' TV expenditure but plans to extend its offering to other media.

John Billett, the chairman of Billetts, takes on the role of chairman of MPMA. He said the US base had been two years in the planning and was launched in response to advertiser demand for greater clarity in media evaluation in a US market that has suffered rampant media inflation.

- Headliner, p11.