Under the prior structure, the agency's print buying group handled a given client's print spend, the out-of-home group handled the client's outdoor business, and
so on, and the groups would collaborate with each other. Now, clients are being reassigned to single buying groups based on where the client's spending is concentrated. The agency has also begun
the process of cross-training its entire staff of 285 buyers in how to negotiate a range of media platforms.
Individual planning units and their heads won't go away, say MediaVest execs. The intent, however, is to enable the agency to more efficiently serve a vendor like NBC Universal, which straddles video, out of home and digital. The change is designed to reduce clients' points of contact at the agency and bring integrated media buys to life faster.