WPP's Group M Consolidates Local Broadcast Buying

MindShare, Mediaedge:cia, MediaCom to Pool TV, Radio Resources

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NEW YORK (AdAge.com) -- WPP's Group M will consolidate the local broadcast units of its three major media agencies, MindShare, Mediaedge:cia and MediaCom, in a move to tackle local marketplace issues and create operational efficiencies.
Rino Scanzoni
Rino Scanzoni

"Local television and radio buys can be leveraged effectively with the intelligent use of scale," Group M Chief Investment Officer Rino Scanzoni said in a statement. "Both of these teams will handle well over $1 billion in billings and have critical mass in all markets. This will help us drive better pricing, terms and added value opportunities for our clients."

Agencies will merge into two teams
Local broadcast units at each of the three agencies will be consolidated into two separate teams, called Team Matrix and Team Motion. The teams will operate independently, separating personnel and management to avoid conflicts. Team Matrix, for instance, will handle Group M's Sprint and Burger King accounts, while Team Motion will handle Taco Bell and AT&T.

Group M has recruited Ellen Drury, the current senior VP-director of local TV and radio investments at Publicis' Optimedia, to serve as president of Team Matrix. Matrix will have offices in Atlanta, Chicago, Los Angles and New York.

Team Motion will operate out of Atlanta, Boston, Chicago, Dallas, Denver, Detroit, Los Angeles, Miami, New York and San Francisco. Rebecca Rogers, currently director of local automotive broadcast in Mediadge:cia's Irvine office, will serve as president of Team Motion.

Besides giving scale to local buys, Group M's new centralized operation will drive improvement in research, accountability and business practices in emerging platforms, Mr. Scanzoni said.

The reorganization will be phased in over the coming months and be fully operational by mid-summer.
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