The three largest independent media services agencies have partnered together to form Columbus Media International. Independents from thirteen other countries are also part of the new agreement.
The three largest are U.S.' Horizon Media, Canada's Cossette Media and the U.K.'s BLM. Their combined current billings are $4.2 billion. The new company will have a global flavor reaching North America, Europe, Russia and Asia/Pacific.
Their main offices will be in New York and London.
The major reason for the move is cited as coming from a study by EMM International, which discovered dissatisfaction among international marketers and their media agencies. They believe this is an opportunity to step up and provide alternatives to what is now being offered.
The new venture will be headed by BLM's Nick Lociett, who will be chairman; along with Bill Koenigsberg of Horizon and Pierre Delagrave of Cossette, who will operate as vice chairmen.
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