• by Joe Mandese , May 25, 2011

Chalk one up for Donovan Data Systems. The Madison Avenue media and advertising data-processing giant this morning announced a new multi-year contract with Interpublic's Mullen unit, a full-service agency that operates independently of the deal that Interpublic's Mediabrands unit struck last October, consolidating all of Interpublic's media services shops' data-processing with venture capital-backed MediaBank.

Donovan did not disclose the terms or length of the new agreement, but noted that Mullen has been a client since 2006, and said the new deal covers a "broad range" of products across both "traditional and digital media systems."

Donovan has been in a heated battle with MediaBank to develop next-generation data-processing systems capable of handling new digital media that is exploding across an array of platforms and complicating the lives of agency personnel, often making it even more labor-intensive than traditional media processing systems.

Both Donovan and MediaBank have recruited top digital natives to oversee their development, expansion and deployment of new systems capable of handling digital media, and Donovan is expected to announce a new, far more comprehensive version of its iDesk system soon.

In October 2010, Interpublic's Mediabrands division struck a new long-term agreement with MediaBank, replacing long-time incumbent Donovan. That deal covered all Mediabrands agencies, including Initiative, UM, and extended existing agreements at Interpublic including Dailey, Draftfcb, ID Media, Hill Holliday, McCann Erickson, and Orion Trading.