Media Contacts Taps Tribal Fusion

Toby GabrinerTribal Fusion -- Exponential Interactive's online ad network and rep firm -- announced a strategic partnership with Media Contacts on Tuesday.

Per the deal, Tribal Fusion's research and analytics experts will help the interactive arm of Havas MPG to improve and streamline its media-buying process.

"We gain valuable insight and support from Tribal Fusion's dedicated account, research and optimization teams," said Edward Montes, EVP and managing director of Havas Digital North America. "This partnership represents a strategic operational alignment for both our companies."

The deal could not come sooner for Tribal Fusion -- which, despite success with top agencies like Goodby, Silverstein & Partners, has not been immune to the recent economic downturn. Late last year, parent Exponential was forced to cut nearly 8% of its workforce.

Launched in 2001, the private Emeryville, Calif.-based company has been profitable for every quarter for the last seven years, according to DaSilva.

At a campaign level, the new partnership gives Tribal "the opportunity to focus on our core strength of developing custom-built strategies," said Toby Gabriner, president of Tribal Fusion.

As part of the agreement, Media Contacts will participate in the development of multiple case studies, research publications and seminars with Tribal Fusion designed to deliver better insights across audiences, brands and campaign efforts.

Tribal Fusion is presently building an internal team to support the Media Contacts relationship, and said it plans to expand this team within the year.

1 comment about "Media Contacts Taps Tribal Fusion".
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  1. Clyde Boyce from Firefly Media, September 10, 2009 at 11:09 a.m.

    I have long questioned whether companies who both sell and buy media are, in fact, competitors to other agencies. I've been called on by media network sellers who have offered media planning and placement services as well as the ability to provide buys through there networks.

    Am I the only one who sees this both as a conflict of interests and competition to agencies?

    This "strategic operational alignment" or partnership as they call it would seem to me to give Media Contacts an edge in terms of "custom built strategies". Do all agencies have the same opportunity for this type of relationship?

    Having a great relationship, a partnership, if you will, with media vendors is the key to getting the most value for clients. And all agencies should seek to develop this kind of relationship. But I'm not sure that a relationship at this level isn't one step over the line.

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