CIA Group set to buy GGT’s Media Solutions stake

CIA Group is set to buy out BDDP GGT’s stake in its joint venture media company, Media Solutions, following Omnicom’s proposed acquisition of the creative agency this week.

CIA Group is set to buy out BDDP GGT’s stake in its joint venture

media company, Media Solutions, following Omnicom’s proposed acquisition

of the creative agency this week.



CIA has first option to acquire the 49 per cent of Media Solutions held

by BDDP GGT and would use it to create a wholly owned, second-string

media specialist.



Omnicom is unlikely to want to retain its stake in the joint venture

since it does not fit with its UK media strategy. Omnicom already has

three UK media brands - BMP Optimum, Manning Gottlieb Media and an

interest in New PHD.



A Media Solutions management buyout of the BDDP GGT stake has been

mooted but now seems unlikely, although CIA’s plans to take full control

are thought to include greater empowerment of the Media Solutions

executives.



Media Solutions was set up as a joint venture between CIA and GGT in

1994, although the brand already existed in Manchester as a joint

venture with GGT’s BDH agency. Its London and Manchester offices have

combined billings of more than pounds 85 million.



Relations between Media Solutions and BDDP GGT are said to have become

increasingly strained over the past year and around 80 per cent of Media

Solutions’ business is now independent of its creative agency

parent.



Mike Elms, the UK chief executive of CIA Group, declined to comment on

rumours of a buyout.



’We are pleased that BDDP GGT has found itself a secure home and we look

forward to seeing what Omnicom’s plans are for the media operation,’ he

said.



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