Having a separate negotiator allows clients to maintain their unique and confidential relationship with a media agency, while also having access to the best deals in the media marketplace. Media agencies and clients work separately from MAGNA to uncover the essential thinking that goes into a media plan and they guard that information. MAGNA never has access to these specific media plans. However, MAGNA then aggregates the spending behind all plans and negotiates on behalf of the agencies, not the clients. Clients have the best of both worlds: a confidential, boutique-style relationship with their media agency, and an impressive media behemoth to dig for the best deals.