MQI, CIA merge in Germany

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DUESSELDORF--MQI Mediahaus and Duesseldorfbased CIA Medianetwork are merging under the CIA Mediahaus brand name. Best of Media, better known as MQI Mediahaus Stroebel, last May sold its remaining 55% of shares to U.K.based Tempus Group, the holding company for media buying and planning specialist CIA.

MQI Mediahaus' 332 employees handle billings of $1.33 billion while CIA Medianetwork's 50 employees in Germany handle $465 million in billings.

MQI General Manager Hans Kratz has been given the same title at the combined group. There are plans to use MQI as second brand within the newly formed company.

Main clients of MQI are Deutsche Telekom, Haribo confectionery and the Tengelmann Group. However, Deutsche Telekom is ending its relation with MQI on Sept. 30. Although the agency handled the entire estimated $400 million media buying budget, founding father Juergen Stroebel says "we won enough new clients whose names I cannot reveal yet." CIA handles DaimlerChrysler, Henkel, Shell, Novartis and Visa. The merger is not hindered by any client conflicts.

MQI Mediahaus owned also agencies in Switzerland, Austria, Poland the Czech and Slovak republics and Hungary. All those agencies will be renamed CIA.

Copyright September 2000, Crain Communications Inc.

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