WCRS is to pool its TV buying with Mediapolis, the Young and
Rubicam/Mediastar media operation, which launches next week with
billings of just under pounds 250 million.
Mediapolis - a worldwide joint venture owned equally by Y&R and
Mediastar’s parent, Havas Advertising - will open its doors for business
on 16 September as a top-five media player, with a client list that
includes Peugeot Citroen, Microsoft and Colgate Palmolive.
Mediapolis will be headed by Bob Offen, currently Mediastar’s managing
director, who will take over as chief executive. There will be no
managing director role for the foreseeable future.
Under Offen there will be three managing partners - Phil Danter, who
will take charge of strategy, Russell Boyman, who will have
responsibility for broadcast media buying, and June Stevens. All three
come from Mediastar, although Offen denied that this would cause any
problems with integrating the two cultures.
Of Mediapolis’s billings, around pounds 130 million come from Mediastar,
pounds 80 million from Y&R, and around pounds 25 million will be TV
buying on behalf of WCRS.
WCRS’s media department had been holding out against joining its Havas
sister company, Mediastar, in the venture. But the loss earlier this
year of its BMW media buying business - which clashed with Mediastar’s
Peugeot Citroen account - cleared the way for some co-operation.
Marc Mendoza, the media director of WCRS, explained: ‘The reality of the
TV marketplace means that size is crucial to protect our clients’
interests in the future.
‘By conducting annual negotiations alongside Mediapolis, we ensure that
our clients receive the keenest possible deals.’.