Australian media buying specialists form group

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SYDNEY -- A new industry group, the Media Federation, has been launched in Australia, emphasizing the growing prominence of media buying. Stated goals of the federation are to promote education and training, improve research and establish standards of performance.

Foundation members include Clemenger BBDO, Carat Bray and Carat Halmatick, DDB, Initiative Media, Leo Burnett Connaghan & May, McCann Erickson/Universal, Mindshare Australia, Optimedia, Saatchi & Saatchi, Young & Rubicam and Zenith.

The new body will not be associated with either of the existing industry associations: the Advertising Federation of Australia or the Australian Association of National Advertisers, according to Media Federation's inaugural president, Paul Davey, national media director of DDB.

"We want to focus on issues we feel are important to us, and media is a sub-area for both these associations," said Mr Davey. "We need to get our act together...we have no problem doing things with the AFA and the AANA further down the track."

Copyright April 1998, Crain Communications Inc.

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