LOS ANGELES (AdAge.com) -- MPG's Chrysalis and Aegis Media's Posterscope are combining buying and planning tools to effectively create a one-stop shop across traditional and digital outdoor media for the agencies' clients, which include Schering-Plough, LVMH and Danone at Chrysalis and Posterscope's Coca-Cola, CBS and Marriott, among others.
Chrysalis President Connie Garrido will become the CEO of Posterscope and oversee the partnership unit, while Chrysalis Managing Director Ray Rotolo will become Posterscope's exec VP. They will fulfill some of the duties previously held by Posterscope USA President Todd Hansen, who left the company prior to the partnership. Lauren Barbara, Chrysalis' senior VP, will assume responsibility for the company's four remaining executives, while Ryan Laul, senior VP-managing director for Hyperspace, Posterscope's digital out-of-home unit, will maintain oversight of his current group.
Ms. Garrido described the new unit as an "excellent value proposition for clients and a powerful model that combines some really powerful planning tools that enhance the value of Chrysalis to the MPG client base." The deal will not bring any immediate changes to either agency's billing process, which is "business as usual," added Ms. Garrido.
The U.S. is actually the latest in a line of global partnerships between MPG and Posterscope, following an existing alliance in the U.K. "We saw the tremendous synergy among the way the two companies work together there, and thought that would be a unique model here in the U.S.," Ms. Garrido said.
WPP's Kinetic is perhaps the closest parallel to the newly structured Posterscope USA, functioning as an independent out-of-home unit that works primarily with clients from Group M's media agencies Mindshare, Mediaedge:cia and Mediacom while doing the occasional campaign for non-WPP clients.
As static billboard and street furniture ads make way for more nontraditional digital screens in taxis, retail outlets, restaurants and health clubs, marketers are increasingly looking to their media agencies to have a dual expertise. Digital out-of-home represents one of the few areas of growth for the media marketplace in 2009, with ad spending increasing by 3.2% this year to $1.91 billion, according to TNS Media Intelligence.
Chrysalis oversaw one of the industry's biggest investments this year when it helped Schering-Plough transfer $8 million to $10 million of its TV dollars into place-based networks such as Reach Media Group's Danoo and Ideacast, mall-based Adspace and Access 360's On Spot.