Initiative Media, Botway Group merge

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Botway Group, the independent media planning and buying agency handling about $700 million in Unilever business, finalized its merger with Interpublic Group of Cos.' Initiative Media last week. The move had been viewed as an attempt by Initiative to strengthen its position in the $525 million domestic Unilever review. The Botway name will be dropped, although its principals will remain with the business, said Botway President Arthur N. Schreibman, who declined to reveal the purchase price.

Copyright April 2000, Crain Communications Inc.

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