Group Press Releases
Three Media Companies With Operations in Montreal and Toronto Create Major Alliance
22 June 2000
Toronto, Three Media companies with operations in Montreal and Toronto – Carat-Canada Inc.,Optimedia Canada Inc. and MaxxMedia Inc. – have formed a non-equity alliance called C.O.M.M.A. (CARAT, OPTIMEDIA, MAXXMEDIA, MEDIA ALLIANCE)
The alliance was established to provide the agencies' respective clients with the best possible media value and keep pace with the rapid rate of change in how media is purchased.
Combined media billings of the three agencies will place COMMA among the top five media buyers in the country.
The directors of C.O.M.M.A. are:
Sunni Boot, President, Optimedia Canada (Toronto)
Debbi King, Vice President, Optimedia Canada (Toronto)
Pierre Arthur, Vice President, Optimedia Canada (Montreal)
David Chung, President of MaxxMedia Inc. (Toronto)
Annette Warring, Vice President, MaxxMedia Inc. (Toronto)
Jacques Dorion, Managing Director, Carat-Canada. (Montreal)
David Cairns, General Manager Carat-Canada (Toronto)
The organization will have a rotating Chair for a one year period and Sunni Boot assumes that role in the first year. Debbie King of Optimedia Toronto and Sylvie Sauvageau of Carat Montreal will act as chief negotiators for COMMA. The three agencies decided to establish C.O.M.M.A. because they believe it is in the best of their clients and will allow them to continue to deliver optimal cost efficiencies on an ongoing basis, without changing the level of customized media service provided by each agency.
"Over the past year we have witnessed some major changes within the media marketplace," said Sunni Boot. "Several organizations have consolidated their media buying into mega-units. C.O.M.M.A. will allow each member company to increase its influence in the market place and provide clients with optimum levels of cost efficiency It will also allow us to take a more active role in sponsorships, content ownership, and cross promotion opportunities, when appropriate."
Macro negotiations will be conducted by C.O.M.M.A., however, individual client negotiations will continue to be the responsibility of the respective media company.
"All three COMMA members share a fundamental belief that while we compete and are different, we share a sufficient number of philosophies, Œbest practices¹ and basic culture that will allow this consortium to realize its mandate," said Jacques Dorion.
The formation of buying alliances is not a new idea. Currently, purchasing groups exist in other highly-competitive industry sectors including automotive manufacturers, financial institutions, packaged goods companies and more recently, technology companies.
"Another advantage that we look forward to, is the shared development of customized local media research for Canada, that will enhance our planning and buying for clients, and keep us in the forefront," said David Chung.
"In the end it¹s about providing our clients with the best possible service and value. If we can accomplish this through our alliance, then everybody benefits," said Chung.
For further information please contact:
Sunni Boot, President
Optimedia Canada Inc.
Tel: (416) 925-7277
David Chung, President
MaxxMedia Inc.
Tel: (416) 487-1393
Jacques Dorion, Managing Director
Carat-Canada Inc.
Tel: (514) 284-4446
