Mr. Calder created MediaHub in 2005 to attract new business. The first two years brought slow but steady growth, bringing in clients such as Timberland, UPromise and IAC/Interactive Corp. The latter's Ask.com brand account was won over by MediaHub in a review with its former agency, OMD, last fall. Timberland was also the result of a pitch war with MPG.
Such recent successes have encouraged Mr. Calder in his efforts to make MediaHub a competitive David to the Goliaths of the major media-buying agencies.
"I have a very strong belief that the top seven or eight media buyers are not right for every client," Mr. Calder said. "Some clients can get a whole lot of better service or accountability in the marketplace by using a company like our own, something that has more senior-management individuals with enormous experience who can actually work on the business."
Most of the major agencies, Mr. Calder said, will siphon off their special services to an analytic or a specialized sports division, for example. The intent at MediaHub is to "get the guy who runs sports and entertainment working on your business effortlessly, without having to bring in a separate division of a holding company."