WPP Group is set to emulate Interpublic and Aegis by melding the buying power of its two global media operations MindShare and MediaEdge:CIA. The new hybrid, reportedly branded G-MEC, will be jointly led by the chief executives of the two media shops, Irwin Gottlieb of MindShare and Mediaedge:CIA’s Charles Courtier. The structure is being worked on at the moment, but it is likely to be announced imminently.
Although there would be “similarities” between G-MEC and Interpublic’s Magna Global (which last summer integrated over $40.7 billion of worldwide ad-buying muscle on behalf of Universal McCann and Initiative Media clients) there are also differences, says Courtier.
Omnicom Group is also said to be mulling a similar move.
The trend is not entirely welcomed by lesser satellites orbiting the media-buying sun. “Advertisers will continue to become smaller fish in a larger pool,” warns The Billett Consultancy director Tony Squires, “with only the [clients] who put performance guarantees in place alongside independent and impartial evaluation getting the best results.”