Interpublic Group last week attempted for the second time to add to its stable of media agencies with the launch of G Media, a spinoff from the existing media operations of Avrett Free Ginsberg, a New York-based IPG shop.

The intention is to create a safe harbor for media accounts that would conflict with business currently held by IPG's two mainstream media networks:Initiative and Universal McCann.

G Media, with former AFG chief marketing officer Jamie Korsen at the helm as president, will open its doors for business with a range of accounts. Among them Goya Foods, Lorillard Tobacco and Wolverine footwear. Aggregated billings are estimated at between $90-$100 million.

An earlier IPG endeavor to create a similar media haven bit the dust last year when its wannabe Frontier Communications lost its anchor client Church & Dwight.

Data sourced from New York Times; additional content by WARC staff