• by Joe Mandese , May 9, 2011

MediaBank, the VC-backed media-processing software and systems developer, has renewed and extended an important contract with MDC Partners, the fast-growing agency holding company that is the parent of agencies such as Crispin Porter + Bogusky, and Kirshenbaum Bond Senecal + Partners, and its Media Kitchen unit. The new, five-year deal covers all media planning and buying, as well as financial processing systems, for the MDC agencies MediaBank already served, and provides an agreement for new MDC agencies to roll up under the same terms and options.

With the extension of the MDC agreement, and other recent wins, including Interpublic's Mediabrands division and Publicis' Burrell, MediaBank is estimated to be processing as much as $40 billion in North American media billings through its client agencies.

MDC did not disclose other finalists, but said the selection of MediaBank follows a review that included some of the "world's leading advertising management platforms."

The win is an important one for MediaBank, which has been in a pitched battle with Donovan Data Systems for dominance over Madison Avenue's media data processing business. While MDC is the smallest of the seven largest agency holding companies, it is the fastest-growing, with an aggressive acquisitions strategy.

Prior to the new deal, MediaBank had been servicing MDC shops under an existing five-year agreement. Some of the other MDC agencies under the agreement include Vitro and Source Marketing.