Trio of media buyers forms alliance in Canada

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TORONTO--Three major Canadian media buying and planning specialists with operations in Montreal and Toronto have formed a non-equity alliance, with combined billings that will place the alliance among the top five media buyers in the country. The media alliance between Carat Canada, Optimedia Canada and MaxxMedia will be known as C.O.M.M.A.

The directors of C.O.M.M.A. include the presidents and some of the VPs of the three agencies. The organization will have a rotating chair for a one-year period. Sunni Boot, president of Optimedia Canada, takes on that role for the first year.

"Over the past year we have witnessed some major changes within the media marketplace," says Ms. Boot. "Several organizations have consolidated their media buying into mega-units. C.O.M.M.A. will allow each member company to increase its influence in the market-place and provide clients with optimum levels of cost efficiency."

"All three C.O.M.M.A. members share a fundamental belief that while we compete and are different, we share a sufficient number of philosophies, best practices and basic culture that will allow this consortium to realize its mandate," says Jacques Dorion, managing director of Carat Canada.

"Another advantage that we look forward to is the shared development of customized media research and media tools for Canada that will enhance our planning and buying for clients, and keep us in the forefront," says David Chung, president of MaxxMedia.

Copyright June 2000, Crain Communications Inc.

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