The shortlisted agencies bidding for the business were the two incumbents, MBS and Genesis Media, also of Toronto.
The two had shared the business for several years, with MBS handling the bulk of Ontario's media buying and Genesis handling specifically ethnic media.
The government decided to consolidate the business when it went into review last January. A decision was originally planned for April, but neither the government nor Peter Swain, president of MBS, would say what delayed the announcement.
Copyright October 1998, Crain Communications Inc.