• by Joe Mandese , December 15, 2009

Donovan Data Systems, the dominant supplier of so-called "back office" data processing systems for planning, buying and billing media, Monday said it signed a new multiyear contract with Omnicom's GSD&M Idea City, following a review of its media and client accounting systems. The deal caps off a run of new contacts for Donovan in 2009, which has been in a pitched battle with aggressive, venture capital-financed startup MediaBank.

To date, Donovan has signed or renewed contracts with Aegis Group's Carat, WPP's Grey Advertising, and GSD&M parent Omnicom, and it started the year off by defeating MediaBank to renew a contract with Interpublic's Mediabrands division, which oversees all of the holding company's media operations, including Initiative and Universal McCann.

MediaBank, meanwhile, announced this week that it has signed a new contract with Southland, MI-based Doner to utilize its O/X suite for media planning, buying and post-buy support. MediaBank established a relationship with Doner last year, when it acquired MediaPlex Systems from ValueClick.

MediaBank claims it is now used by more than 140 agencies.

Donovan, meanwhile, said its new deal with GSD&M includes its full portfolio of systems and services, including iDesk, the digital media buying system that has been the center of the battle between Donovan and MediaBank, as well as its Accent system for financial reporting.