The CIA Group is launching the UK’s first TV buying house in a bold
move which involves the takeover of the independent, IDK Media.
The new operation, the Negotiation Centre, brings together the TV
planning and buying for CIA’s group companies, creating the UK’s second
largest TV buying point with a 10.5 per cent share of the market and
billings of pounds 300 million. Zenith Media remains the largest TV
buyer with 13 per cent of the market.
The new company is being geared around the TV planning and buying teams
of IDK Media and CIA Medianetwork, and will be headed by IDK’s managing
director, Tony Kenyon.
CIA Medianetwork, 20/20 Media, Media Solutions London, CIA Media
Solutions Manchester, IDK Media and Morgan CIA in Scotland will all pool
their TV negotiations into the Negotiation Centre. CDP Media, CIA’s
joint venture with CDP, will retain its own TV resource.
At the same time, CIA has acquired Kenyon’s 24.5 per cent stake in IDK
to take its holding to 100 per cent. IDK will operate as a separate
company but, like CIA Medianetwork, will contract all of its TV planning
and buying to the Negotiation Centre.
The rationale behind the initiative is to leverage the expertise of
Kenyon and his team across a newly enlarged TV buying base. Kenyon said
that the new company would mean ’a better resourced and managed buying
Mike Tunnicliffe, CIA Medianetwork’s managing director, denied the
Negotiation Centre was a knee-jerk reaction to CIA’s TV trading debacle
with the ITV sales house, Laser Sales, last year. ’We’ve been discussing
the feasibility of this sort of set-up for about a year now,’ he
He also insisted that the operation was not an anachronism in a market
which is increasingly melding planning with media buying. ’There’s no
point having strategic planning without an efficient buying operation to
implement it,’ Tunnicliffe said.
The board of the new outfit comprises Johan Denekamp, the European chief
operating officer of CIA UK Holdings; CIA Medianetwork’s broadcast
director, Simon Cox; and the IDK directors, Nigel Allmond, Edward
Lloyd-Barnes and Tim Neligan.