• by Steve McClellan  @mp_mcclellan, September 23, 2011

Internally, the reduction is being described as a "reorganization" that has more to do with better aligning staff talents and capabilities with client needs, and not about the agency's financial performance or the general economy.

The agency issued the following statement about the staff cutback: "MediaVest routinely evaluates all facets of its business across capability, approaches, product, and staffing to evolve ahead of the pace of change, drive growth, and deliver on clients' short- and long-term goals. Guided by these points of focus, MediaVest is restructuring and realigning talent, including a 4% reduction of effective positions."

One source indicated the shop is up this year in revenue as a result of its Microsoft win and organic growth coming from Wal-Mart, Sam's Club and other clients. The agency also avoided some potentially big trouble by successfully defending its piece of Comcast business.

Those affected were notified Thursday, according to AgencySpy, which reported the news late Thursday.

And while 30 people were let go, no hiring freeze is being imposed and new positions will be added as needed, per sources. An agency source indicated that by the end of the year it's likely that the 2011 staff count will be roughly flat versus the previous year.