WCRS media is tipped to merge with Mediapolis at the beginning of July, with WCRS media director Marc Mendoza taking the post of managing director.
The merger had been put on hold while Mediapolis repitched for the Peugeot-Citroë account this week. The merged operation will have billings in excess of 310m.
Speculation that WCRS would fold its media operation into Media-polis has been mounting since WCRS pooled its TV airtime negotiations with the new agency last summer, along with Mediastar and Young & Rubicam.
A Mediapolis spokesman says: “The move is imminent.” But Mendoza says: “Nothing has yet been finalised.”
It is understood that WCRS media communications strategy director Mark Palmer will remain with the agency to head planning on the BMW account.
Peugeot-Citroë is expected to make a decision about its 89m media buying this week. Also pitching are Initiative, The Media Business, Motive and Zenith’s Equinox, but Mediapolis is widely expected to be reappointed.
WCRS’ latest media win was the 2m Habitat buying account, which it took from Zenith.