BARTER COMPANY OFFERS GLOBAL SERVICES
By Adnews Staff
Media barter company Active Media Services (Canada) Inc. is now letting its Canadian clients use their barter dollars around the world. In the past, Canadian companies could only spend their media dollars in Canada. The move was made so companies could start competing in the worldwide market in a cost-effective way. Active International assists clients in barter transactions. For example, if a client has $100,000 worth of inventory it cannot sell, Active gives the company $100,000 of media barter dollars to buy the inventory. The company then lets Active handle the media portion of its next ad account. The company's ad agency still receives its commission. If the amount of the media buy is $500,000, the company pays Active $400,000 in cash and uses its $100,000 in media barter dollars. Active then tries to sell the inventory. Les Friedman is the managing director for Active. Most recently he was marketing consultant for Olympia Business Machines, Casio Canada and Motorola Cellular. He has also worked for Sharp Electronics of Canada and Canada Games Ltd. Active Media Services is a subsidiary of New York-based Active International.