Three of Canada’s top media planning/buying shops – Carat Canada, Optimedia and MaxxMedia Canada – have entered into a working partnership that eschews share-swaps.

Branded COMMA, the trio’s combined billings propel the newcomer straight into Canada’s media top five. Chair of the alliance will be held on a rotating basis, a representative of each partner serving for one year, commencing with Optimedia president Sunni Boot.

Explains Ms Boot: "Over the past year we have witnessed some major changes within the media marketplace. Several organizations have consolidated their media buying into mega-units. COMMA will allow each member company to increase its influence in the marketplace and provide clients with optimum levels of cost efficiency."

"While we compete and are different, we share a sufficient number of philosophies, best practices and basic culture that will allow this consortium to realize its mandate," adds Jacques Dorion, managing director of Carat Canada.

And according to David Chung, president of MaxxMedia, a third advantage “is the shared development of customized media research and media tools for Canada that will enhance our planning and buying for clients”.

News source: Advertising Age - International Daily