Interpublic Group Renames Its Barter Company
Interpublic
Group is moving its product and media barter company under the aegis
of its Magna Global operation and renaming the barter company Magna
Global Trading.
The
New York-based barter unit had been part of the Initiative group and
was formerly called Initiative Trading.
“This
change is significant in that it makes the group totally agency neutral,”
noted Bill Cella, the CEO of Magna, which negotiates pricing for IPG’s
Initiative and Universal McCann.
