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IPG’s media buying operations to come under one brand

14-July-2001
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IPG’s media buying operations to come under one brand

Interpublic Group of Companies’ (IPG) in India, which includes McCann-Erickson, FCB-Ulka and Lowe Lintas & Partners, will soon consolidate their entire media buying under one brand name, Magna Global. The new unit is expected to handle Rs 1,800 crores worth of combined media billings for these agencies.

Magna Global will be a media negotiations-only unit. The planning functions will remain with the respective agencies. Currently, all IPG agencies in India have their separate media planning and buying units.

According to industry sources, Magna Global will be bigger than WPP Group’s media buying and planning conglomerate, Mindshare, which was launched in India recently. In India, Mindshare will buy all media for Hindustan Thomson Associates and Ogilvy & Mather.

Magna Global will be launched in India as a result of IPG’s recent decision to consolidate the media buying functions of all its advertising networks including True North, Lowe Lintas & Partners and McCann-Erickson World- Group.

The new unit, Magna Global Inc, is expected to aggregate a whopping $40 billion in worldwide billings. The new company will begin its operations in the US, UK and Germany on September 1 before being rolled out in other world markets including India.

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