• by Steve McClellan  @mp_mcclellan, April 8, 2013

WPP agency Banner Corp., a specialist in technology marketing and part of Y&R Brands, is being merged into sibling media agency MediaCom. There it will anchor a new division, MediaCom Banner, which the agency said would help target the B-to-B needs of technology clients.

The new division will be led by Rupert Denny, who has been managing director at Banner, based in London.

Banner was launched in 1984, and has focused on understanding the traits, preferences and purchase patterns of international technology purchasers. The firm has worked with clients such as Novell, SanDisk and Autodesk.

As part of MediaCom, the agency said, the Banner team would work closely with MediaCom Business Science and MediaCom Mobile to further enhance their services to clients. MediaCom technology clients include Canon and Dell.

“MediaCom’s network, resources and capabilities will enable us to serve technology clients even more effectively around the world,” Denny stated.

“The growing influence of sophisticated technology in all aspects of life demands extremely deep knowledge and experience,” stated Gavin Duke, managing partner, MediaCom International.

For MediaCom, the tie-up with Banner is the second big organizational shift in as many weeks. Last week, it formed a new unit dedicated to international advertisers based in the United States. That division, MediaCom Beyond Borders, is headed by Fraser Riddell, who was also named to the new position of Global Chief Client Officer at the agency.

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