Ifusion woes mean change of plan for IPG

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A joint venture company formed by Interpublic Group of Cos. and push technology company Ifusion will continue to operate, despite the fact that Ifusion recently filed for bankruptcy protection. Martin J. Smith, vice chairman of Gotham, New York, the IPG agency that has Ifusion's branding assignment, said the company, Really Perceptive, will continue to operate under the IPG umbrella. "We will be in business by ourselves at this time, for this venture," he said. "We had done two pieces of online advertising together--for Collage and Micron" before Ifusion filed for bankruptcy protection. Really Perceptive was set up to deliver targeted advertising.

Copyright April 1997, Crain Communications Inc.

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