Marc Mendoza, the media director of WCRS, is poised to take over as
managing director of Mediapolis, taking the WCRS media department and
its pounds 60 million-plus billings with him.
Mendoza is set to join Mediapolis in early spring, probably at the same
time that WCRS moves into new offices in Golden Square in mid-April.
The appointment will only be possible if WCRS hives off its own media
department and joins forces with the pounds 200 million-billing
WCRS has clung to its full-service credentials in the face of the market
trend towards media specialisation, but last year it slipped out of the
top 20 media buying operations.
Speculation has been mounting that WCRS would fold its in-house media
operation into Mediapolis for some time. When Mediapolis, a media joint
venture between WCRS’s parent, Euro RSCG, and Young and Rubicam,
launched in the UK last summer, WCRS pooled its TV airtime negotiations
with the new agency.
The loss of WCRS’s BMW media buying business to Zenith last year removed
the main stumbling block to a merger - BMW would have clashed with
Mediapolis’s Peugeot Citroen account.
All WCRS media planning and buying is now set to follow into Mediapolis,
though Mark Palmer, WCRS’s communications strategy director, is expected
to stay with the creative agency.
Mendoza could not confirm his move and said: ’I have not been appointed
managing director of Mediapolis; that’s just speculation at this
Bob Offen, the chief executive of Mediapolis, said that the co-operation
on TV trading was working ’very well’, but insisted ’we’ve made no
decisions about extending the relationship further.’
Although WCRS’s media billings will bolster Mediapolis’s market
position, one observer said that the main benefit would be the
strengthening of Mediapolis’s senior management line-up through his
appointment: ’Marc will be a real prize for them.’