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Interpublic has consolidated boutique media buying and planning unit Media First International with Initiative North America effective Jan. 1.
The move was made independent of a new holding company task force created to find efficiencies among its media services providers, as the decision was made at the end of November, before Interpublic officially initiated the task force, writes MediaPost. Though a separate decision, the reduction of Media First’s overhead will nonetheless contribute to Interpublic’s goal of reducing costs and operating inefficiencies.
Media First will shut down and Ed Weiner, president-CEO of the boutique agency, will become a group account director overseeing former Media First accounts.
The announcement was made just days after the company announced that Bill Cella, chairman-CEO of Interpublic’s Magna Global Worldwide unit, will be stepping down at the end of the year. Cella says he believes his job is done at Magna Global, AdAge writes.
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