Saatchi & Saatchi are to set up specialist media-buying business in the United States. This will be an important development to the US advertising industry, which has been slow to use media-buying specialists because of the long and easy relationship between agencies and existing clients. Increasing pressure to reduce costs of campaigns and the expansion of media has led to demand for media research and buying specialists.
Saatchi is expected to set up the new business through Zenith, which already handles media-buying throughout Europe. Currently the group’s two US agencies operate in-house media departments, but these are likely to be merged under Zenith’s name.
Media Jobs
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