Cossette Media has joined with UK-based BLM and Horizon Media of the US and 10 other partner agencies to form Columbus Media International, an independent global organization covering 18 territories with combined billings of $4.2 million US. ($4.7 million CDN). This is an equity arrangement and not simply a working partnership although all agency groups will continue to use their individual names in conjunction with the Columbus Media International designation.
Pierre Delagrave, president of Canada’s Cossette Media and Fjord Interactive Marketing & Technology, is vice-chairman of the new company as is Bill Koenigsberg of Horizon Media. Nick Lockett of BLM is chairman.
Delagrave says in the past Cossette Media has worked with agencies in other countries for clients such as Bombardier Aircraft and City of Montreal Tourism but that it was becoming increasingly clear that it needed a more organized, consistent and competitive international arrangement – while remaining independent.
‘Over time we discovered, using research from a consultant, that the choice available in the world in terms of media agencies is very limited, too limited for many clients. They are all controlled by only a couple of holding companies and clients wanted the option to choose someone else.
‘This was a good solution for us because we can’t buy a big international network. There is also a lot of merit to (the Columbus) network because all of the people are the owners of the companies, and everything is decided locally.’
In addition, he says a digital summit for Columbus agencies took place at the Cannes Festival and a separate parallel organization, Columbus Digital International, is being developed.
Columbia Media has been set up in such a way to make it simple for clients to deal with the agency owner closest to its home market while getting all the benefits of an international group with consistent services, a fully-integrated media-neutral approach, full transparency, strategic planning, and cutting-edge research.
Columbus Media clients will be served through central hubs in London and New York headed by newly appointed directors for Europe and the Americas, Kate Williams and Oliver Maletz respectively.
Horizon is touted as the world’s largest indie media and marketing services network, with offices in New York, L.A., Atlanta and Orlando, and its clients include Geico, ING Direct, NBC Universal and AETN. BLM is the U.K.’s biggest indie media and marketing op, and its client roster includes Domino’s Pizza, Hero, MBNA, Suzuki, T-Mobile, and Thomas Cook.
The 13 Columbus partners include agencies in: Germany (MediaPlus – clients include BMW, 02, Estee Lauder); The Baltics (CMS Creative Media Services – Adidas, Hyundai, L’Oreal); Russia (Sovero Media – Pepsi Bottling Group, SAB Miller, Pernod Ricard); Spain (Cencomed – UIP, Dreamworks); France (Mediatop – Adecco, System U, Bayer); Italy (MediaItalia – Reckitt Benckiser, Lavazza, San Pellegrino); Ireland (GT Media -Peugeot, Pennys/Primark, Citroen); Belgium (Schreiner & Van Bokkel – Newton 21, Sleepy); The Netherlands (Eurizon – Foot Locker, Converse, Amstel); and Japan (Office ING – Resorttrust, Fuji Beauty).
