‘Business as usual’ for MediaVest Yorkshire

MEDIA planning and buying agency MediaVest’s deal with quoted media group Aegis gives its Yorkshire operation further scope for growth, a leading director at the business has told TheBusinessDesk.com.

Dominic Geary, who launched the Yorkshire office of MediaVest with Annette Armitage in 2003, said the move would give MediaVest’s Leeds operation access to more sophisticated planning and marketing tools, but he said it would be “business as usual”.

Mr Geary said the Yorkshire business would also be looking to grow staff numbers and further expand its client base.

Aegis bought 75% of the shares of Manchester-headquartered MediaVest earlier this week. It has paid an initial £27m but said 100% of the shares would be worth up to £95m subject to certain profit-based targets over the next five years.

MediaVest has become part of Aegis Media’s Carat and iProspect businesses, operating under their brands. MediaVest in Leeds will trade as Carat.

“The short term effects of this deal for us in Yorkshire will be cosmetic, in terms of the website, branding and so on,” said Mr Geary.

“But the value of service we give to our clients stays the same. It is business as usual and we remain the same. Hopefully in the near future we’ll be able to give clients even better service and value.”

Mr Geary, pictured right with Ms Armitage, said AEGIS’ approach for MediaVest had been fuelled by its desire to rise up the media buying rankings from its current position of number four.

And he said AEGIS had seen investing in a company like MediaVest, with a strong regional presence, as a key part of that.

MediaVest also has offices in Newcastle and Edinburgh.

MediaVest employs 25 people in its Leeds office but Mr Geary believes that figure could grow following the investment, which has seen him and Ms Armitage retain stakes in the business.

Mr Geary said the deal would enable MediaVest in Yorkshire, which boasts clients including Jet2.com, to boost its billings from around 8% of the company’s £175m total, and to look to win new work.

“We can now lean on a business with group turnover of £1bn. It’s easier to be part of that kind of group.”

He said MediaVest would also be able to capitalise on AEGIS’s strength in the digital sector.

And he added: “We’ve been picked by a successful business to back us and we’re going to use it as a springboard to grow further.

“We can service the Yorkshire community better than any other media agency out there.”