The Affinis Advisory Group has merged with MediAnswers.
The merger has reportedly been carried out to address the challenge of transitioning to software-defined workflows.
Chris Lennon, who formed MediAnswers in 2013, will join forces with Glen Sakata, founder of the Affinis Advisory Group.
Lennon formed MediAnswers to help organisations manage large pools of media assets, and spearhead standardisation projects to automate workflows from program acquisition through playout.
Sakata has merged Affinis to more effectively drive these transitions from a higher level across sales, marketing and product management. He will serve as MediaAnswers’ vice president.
“This is an important step in broadening our approach to the ever-changing media business,” said Lennon.
“Affinis has a history of offering top-notch analysis of markets, products, strategy and sales development. Couple this with our media systems integration, standards development, custom software development, education and consulting services, and our customers have an industry leader that can more comprehensively drive new strategies, initiatives and transformations that propel them forward.”
MediAnswers will continue to drive standardisation to the Broadcast eXchange format., which eliminates manual data entry processes for ad ingestion into traffic systems in favour of automated, XML-based file transport.
“After two decades working closely with Chris on a variety of end user projects, standardisation initiatives and partner relationships, a synchronicity of sorts found us launching Affinis and MediAnswers at the same time,” said Sakata.
“Combining the diverse skills and expertise of both companies to better address the needs and challenges of our growing client base across front-end acquisition, business process management, content delivery and more instantly became apparent.
“It’s an ideal meshing of talent to help a diverse range of players from the manufacturer to the media network.”