Kansas City-based full-service shop Barkley Evergreen & Partners is integrating its online buyers into its TV and radio department, reports MediaPost. Electronic media are coming together in the U.S. heartland as well, according to Jim Elms, SVP and director of media services, who came to BE&P from Wieden + Kennedy. The full-scale program will launch this summer.

Elms says the agency has been testing the approach in this year's upfront advertising buys. "We've received positive feedback from our reps, and the restructuring has energized our buying group," he is quoted as saying. "By creating one point that controls a client's entire media allocation, we (will) have increased clout and quality of buy on all levels of negotiation."