• by Joe Mandese  @mp_joemandese, December 22, 2009

In another strategic win, media data processing firm Donovan Data Systems Monday announced it had renewed contracts to service Interpublic Group's Mediabrands agencies in the U.K. and Ireland, and that Interpublic's McCann Erickson unit had also renewed its contracts with Donovan.

The win follows a closely watched view in the U.S. last year in which Donovan battled VC-backed challenger MediaBank for Interpublic's domestic business, which was retained by Donovan.

Normally, media data processing pitches are not so closely watched, but MediaBank has made an aggressive push to unseat Donovan's long dominant role as Madison Avenue's primary data processing firm. A major push by MediaBank has been its purported improvements in its ability to process digital media buys, a critical issue for Madison Avenue over the next few years, and Interpublic, in particular, has sought to be on the leading edge, because its management team believes technology will be the industry's game-changer, and because it has a heavy roster of technology focused accounts, including Microsoft.

Last week, both Donovan and MediaBank claimed significant new contract wins in the U.S. Donovan said it signed a new multiyear contract with Omnicom's GSD&M Idea City, following a review of its media and client accounting systems. Donovan said that, to date, it has signed or renewed contracts with Aegis Group's Carat, WPP's Grey Advertising, and GSD&M parent Omnicom.

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.