"It would never enter a publisher's mind that they were obliged to add material," said Jane Friedman, a co-founder and chief executive of Open Road Media, which specializes in digitizing and marketing backlist books.
Also working on the campaign is ID Media, an Interpublic agency that handles direct-response media, and the New York office of a London agency, Unruly Media, which specializes in so-called social video — distributing video clips on blogs and Web sites to help stimulate word of mouth.
McGaw and Williams later founded the company Babel Media, which specializes in video game localization.
True North Communications in Chicago acquired Genus Media in London, the parent of MBS Media and Expert Media, which specialize in media planning and buying.
Beyond Interactive in Ann Arbor, Mich., part of Grey Advertising, is acquiring its first agency in Europe, Media 21 in London, which specializes in online media planning and buying.
In another deal involving a digital agency, Mercury Media in Santa Monica, Calif., which specializes in direct response television media, is acquiring iMarketing in Princeton, N.J., which specializes in tasks like search marketing, online planning and buying, social media and mobile marketing.
Other agencies working on the campaign are Universal McCann, part of the IPG Mediabrands division of the Interpublic Group of Companies, for the media duties; Mars Advertising, which specializes in shopper marketing; Periscope, for digital elements; and RF Binder Partners, for public relations.
They are Universal McCann, part of the IPG Mediabrands division of the Interpublic Group of Companies, for the media duties; Mars Advertising, which specializes in shopper marketing; Periscope, for digital elements of the campaign; and RF Binder Partners, for public relations.
Among the Omnicom agencies that will work with Humana are Interbrand, a brand and corporate identity agency; PHD, which specializes in media services; and Rapp, which specializes in direct marketing.
As part of the deal, Stack, which specializes in media aimed at high school athletes, will provide content like video clips and articles for eastbay.com.com
Several other private equity companies are considering joining the team, the executives said, including Providence Equity Partners, which specializes in media and telecommunication investments.
