Hasta La Creative!

Interpublic Group of Cos.’ creative shop Hill Holliday is digging its heels into media buying and planning, spinning off its in-house media capability into a standalone shop called Trilia.

“We’re rebranding and repositioning our existing media offering to seize what we see as a market and growth opportunity,” said CEO Karen Kaplan. “There are a ton of media-only reviews that we’re not able to participate in because the media team is part of a creative agency.”

The reason, she said, is because clients worry that including an agency known for its creative heritage (versus media) will make their existing creative agencies uncomfortable. “By forming an independent company, we’ll hopefully be able to compete in more RFPs for more new business.”

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