MAGNA, a division of IPG’s Mediabrands, is taking a page from its national television strategy and has leveraged the collective buying power of several fellow Mediabrands agencies to secure new national radio and spot television deals for its clients. Initiative, UM, and direct response specialists ID Media all participated in the process, which netted cost-saving agreements without sacrificing the marketing goals of individual accounts.
MAGNA has long been the center of national television negotiations for IPG’s media agencies, but that role has now expanded to include other ad outlets. By using a two-tiered approach that utilizes the clout of combined media budgets while maintaining the customized buying and planning approach of the individual agencies, MAGNA is striving to deliver the best of both worlds for IPG clients. It is part of an ongoing cross-pollination of best practices across the organization.
“These deals are part of the successful evolution of MAGNA. In the last year we have introduced a new methodology for quantifying the media marketplace and performed unique research in local TV measurement. I am very proud that our radio and local TV councils have successfully crafted these deals, which offer price advantage while staying true to our clients’ vision,” said Elizabeth Herbst-Brady, President of MAGNA.
This latest round of deals with television station groups and radio networks has locked in pricing for the next year, and in some cases, beyond. And, more complex multi-platform deals are on the horizon. With the success of these efforts, more IPG agencies are expected to throw their hats in the ring going forward.