Tom Banguis, president of AB Communications and Mediaforce, said Mediaforce was set up to secure the best deals for clients by pooling billings and providing the company stronger leverage.
Start-up billings are projected at two billion pesos (US$35.7 million).
Slated to formally launch on January 1, 2005, Mediaforce will operate as a separate company, staffed by the media personnel coming from all five agencies. It will be run like other media specialist companies.
Besides Banguis, Media force's board of directors includes Louie Morales of Image Dimensions as chairman, Joey Avellana of Avellana and Associates as vice-chairman, Miguel Ramos of Aspac as corporate secretary, and George Syliangco of Avia as treasurer.
The operating staff is headed by Virgil Hamila as executive director and Mary Ann Cruz as media director. Its business directors were formerly media managers in their respective agencies. Among the main accounts of Mediaforce are Nissan, Red Bull, Splash Corporation, Panasonic, Zesto, Philam Plans, LBC and Metrobank.