THREE MEDIA SHOPS CREATE C.O.M.M.A.
By Adnews Staff
Three Canadian media companies have come together in a non-equity alliance. With operations in the Montreal and Toronto markets, Carat-Canada Inc., Optimedia Canada Inc. and MaxxMedia Inc. have formed C.O.M.M.A. (Carat, Optimedia, MaxxMedia Media Alliance). According to spokespeople, the alliance was established to keep pace with the rapid rate of change in how media is purchased. The position of chair of C.O.M.M.A. will rotate a yearly basis. Sunni Boot, president of Optimedia Canada (Toronto) assumes the position for the first year. Joining her as directors are: Debbi King, vice president of Optimedia Canada (Toronto); Pierre Arthur, vice president of Optimedia Canada (Montreal); David Chung, president of MaxxMedia Inc. (Toronto); Annette Warring, vice president of MaxxMedia Inc. (Toronto); Jacques Dorion, managing director of Carat-Canada (Montreal); and David Cairns, general manager of Carat-Canada (Toronto). Boot said that over the past year the media industry has seen some major changes in the market, with several organizations combining their media buying arms into mega-units. Carat, Optimedia and MaxxMedia came together, Boot said, because they shared similar cultures and practices and could see the business value. The combined billings of the three media shops, between $400-$500 million, places C.O.M.M.A. among the top five media buyers in Canada.