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TBS Media Management, one of the oldest independent media shops in the U.S., has changed its name to Catalyst.

Frank Muratore, president and CEO of Catalyst, told AdAge.com that now that the agency is offering full planning services, a name change was in order. "We were primarily known as a media buying service," Mr. Muratore said. "Now we have 25 employees, or roughly 25% of our staff, doing planning."

Founded in 1960 as RDR Associates, the agency changed its name to Time Buying Services in 1969 and to TBS Media Management in 1996. The company, which is headquartered in New York, also recently expanded its West Los Angeles office. The agency has almost $400 million in billings, and its client list includes Hotjobs.com, Ralston Purina, Champion Mortgage, Bennigan's Steak and Ale Restaurants, ibeam, TDK and Midway games.

Mr. Muratore has been with the agency since 1976. "Back then, independent media shops were the bad boys of the industry," he said. "Many of them were just cut rate shops, and not all of the services were above board. TBS prided itself on being a full disclosure shop. Clients always knew what they were paying for and when." -- Richard Linnett

Copyright March 2001, Crain Communications Inc.

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