Optimedia of Toronto, the media buying arm of FCB Canada, has picked up business worth more than $78 million through the consolidation of the media accounts of five consumer-focused companies.

Involved in the consortium are Ault Foods, $2.69 million; Coca-Cola Canada, $11.9 million; Cosmair Canada, $17.6 million; General Mills Canada, $21.9 million, and Nestle Canada, $24.1 million.

All figures quoted are from 1994 as reported by A.C. Nielsen.

Optimedia already had the media business of General Mills and Nestle.

It has gained the media accounts of Ault, which has moved from its creative agency, Lowe SMS; Coke, from Initiative Media, and Cosmair also from its Montreal-based creative agency, Cossette Communication-Marketing.

It is understood Initiative Media was also under consideration for the assignment.

Although the companies involved would rather not discuss it, and, in some cases will not even confirm it, the consolidation apparently took place early last month.

Gerry Rowe, marketing director for Ault’s industrial division, says, ‘We’re a very small player in the equation.

‘So, from our perspective we’re trying to keep a low profile,’ Rowe says.

He says the transition of the accounts is under way now and that down the road, the group will explore cross-promotions, advertising and other common interests.

The grouping of clients together is not something that is new to the business.

David Harrison, president and chief executive officer of Harrison Young Pesonen & Newell, says it is all part of what media companies do.

‘The trend is to bigger buying organizations because the trend is to bigger selling organizations,’ Harrison says.

‘And, the desire of everyone in the chain is to become more productive,’ he says.