Liberty reviews advertising
June 27, 2014
Liberty Global is to hold pan-European review of its £100 million-plus (€125m) media planning and buying division – which is responsible for purchasing TV slots and print space.
The review follows the £15 billion buy of Virgin Media last year, and is part of a rationalisation of business operations. Virgin Media is easily Liberty Global’s biggest ad spender, with a budget of as much as £75 million, with media planning and buying handled by MG OMD since 2007.
“Following Liberty Global’s successful acquisitions, we are looking to deliver ambitious integration targets at strategic, operational and financial level,” said a spokesman for Liberty Global. “Media is a significant investment area.
Accordingly, we have decided to undertake a European media agency pitch in order to achieve greater effectiveness and efficiencies across the combined Liberty Global group.”
Liberty Global operates in 12 markets across Europe, with brands including UPC, Unitymedia and VTR, and uses a range of different media agencies.
The company intends to consolidate its £100 million-plus media business into one agency network, with the review expected to be completed by January.
About 80 per cent of Liberty Global’s revenue comes from five markets – the UK, Germany, Belgium, Switzerland and the Netherlands.