Group m consolidating print buying operations
"They operate more consistently in more places than any other marketing services company I've come across," said Mr. The fact that Olive does it for Google across the world was another major selling point for Group M, which is known for its contentious relationship with the search giant, according to Mr. "What we've got is a power user of [Doubleclick bid manager] in the group, which we didn't have before," said Mr. "We wanted expertise on the Google stack, which complements our existing strategy of building a vendor-agnostic overall stack." Group M company currently works with preferred vendors, including WPP-backed App Nexus and The Trade Desk."Now [the ad world] can't look at us and say we have an adversarial relationship with Google." Mr.Media Com was founded in 1986 in Europe as a subsidiary of Grey Advertising, and soon expanded throughout the world.In 2006, after acquisition of Grey by WPP, Media Com became a key part of Group M, WPP's global media operations arm.Group M plans to open Essence offices within six markets globally within the next “six to 12 months”, and already operates in the UK, US and Australia.Following the merger - that will eventually combine Maxus and MEC under one name - Group M will be left with three global ad-buying firms; Mindshare, Mediacom and the newly-merged group; the latter will lead by current CEO of MEC, Tim Castree, while Maxus’ former CEO will continue the recent move to Group M’s chief transformation officer made last month.As Chairman and CEO of Omnicom Media Group, Daryl is focused on OMD having the right management talent to deliver superior results for clients.
"It closes the suite." The shop also brings a transparent buying model into Group M, which is perhaps best known for a very different model.
Savings, however, are likely to be channelled into expanding the digital ad agency Essence.