CIA launches TV shop in deal with IDK’s chief

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 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

capability’.



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

said.



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.



Headliner, p16.



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