• Advertising Age, Monday, June 15, 2015 3:05 PM

Hill Holliday has spun out its media-buying and planning operations into a standalone shop called Trilia, Advertising Age has reported.

Trilia will consist of 140 buyers and planners from both Hill Holliday and Erwin Penland, a sibling shop, writes Advertising Age.

"We're rebranding and repositioning our existing media offering to seize what we see as a market and growth opportunity," CEO Karen Kaplan said to Advertising Age. "There are a ton of media-only reviews that we're not able to participate in because the media team is part of a creative agency."

“The group has also made recent investments in programmatic-buying technology,” the article notes. The new group will use media analytics tech from IPG’s Magna Global. However, Trilia will not use IPG’s trading desk Cadreon, instead opting to “use its own automated-buying tools and people,” writes Advertising Age.

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