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The outdoor planning and buying sector was due for a reshuffle.
It's a small world, the business of outdoor media planning and buying.
Last week, this world and its population of specialist companies saw a brief but intense round of musical chairs, the inevitable and long-awaited response to a number of consolidation pressures. Central to all this is a company called Outdoor Connection, an outdoor media planning specialist previously owned by the Omnicom agencies OMD and PHD plus a privately owned company called Alban Communications.
Outdoor Connection's future has been uncertain since November, when OMD moved its outdoor planning and buying into the Aegis-owned specialist Posterscope. Last week, both OMD and Alban sold their shares in Outdoor Connection to another privately owned outdoor specialist, Poster Publicity.
Meanwhile, Alban's divorce from Outdoor Connection confirmed the demise of Blade, the Alban-owned buying-only unit that bought for Outdoor Connection and Concord (a planning unit also owned by Alban), plus small bits of third-party business.
In Blade's place, we now find Helix, a joint venture between Alban and IPM (an Interpublic outdoor planning unit). Concord's and IPM's roles as planners will be unaffected. This deal merely guarantees them a measure of buying clout.
So, how significant are these moves? One of the factors is undoubtedly the continued determination of WPP to move all its outdoor business into Portland (an outdoor specialist owned, unsurprisingly, by WPP). The latest manifestation of this came back in December when Media-edge:cia moved all of its pounds 37 million outdoor business into Portland. CIA had previously used Outdoor Focus - but the move effectively killed this company off. So that had a significant knock-on effect.