Poulter joins New PHD and Cogent in media initiative

Poulter Partners is joining forces with Cogent and New PHD to create what is claimed will be the third-largest media independent outside London - as predicted in Campaign (5 February).

Poulter Partners is joining forces with Cogent and New PHD to

create what is claimed will be the third-largest media independent

outside London - as predicted in Campaign (5 February).



An agreement has been signed that will allow the Leeds shop to become

the third partner in PHD Compass, the media joint venture established

three years ago by Cogent and New PHD.



As a result of Poulter’s arrival, the expanded operation - rechristened

New PHD Compass - will take over planning and buying on the pounds 10

million McCain Foods account.



Chivers Hartley, Shippams spreads, Office World and Yorkshire

Electricity will also be added to the client list.



MediaVantage, the Poulter media buying arm, will be folded into the new

venture which will have billings of pounds 35 million, according to

MMS.



Mark Cross, the PHD Compass managing director, becomes chief executive

of the enlarged company with Mark Girling, the media director, filling

the managing director’s slot. They are being joined by Andrew Diamond,

the MediaVantage media director, who will be managing partner. Nick

Horswell, a PHD partner, has been appointed chairman.



Richard Lewis, the Poulter chairman, said the deal would be followed by

an aggressive expansion drive by the new company in the North-east where

the media market was worth pounds 500 million.



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