Adland's Fox Takes An Each-way Media Punt

FOR 20 years or more Harold Mitchell has been the most powerful bloke in the advertising industry. The deal, which effectively merges the traditional media buying business with the "new media" buying business, is recognition of the convergence of old and new media. There were, of course, existing relationships between the existing Mitchell & Partners and the emerging listed emitch Ltd, and there was no pressing business reason for the tie-up, but the consolidation had a few advantages.