Elliott Company partnership to gain traction with new FIPP merger

The following article is re-published with permission from the Software & Information Industry Association.

Dec. 11, 2025 

A partnership seeks to connect global publishers with the U.S. market

James G. Elliott Co.'s new partnership with FIPP is designed to make it easier for media companies to secure ads globally.

By Ronn Levine 

Earlier this year, James Elliott of CEO of California-based James G. Elliott Co. and Alastair Lewis, CEO of London-based global media association FIPP, formed a new consulting partnership. 

The news this week that FIPP will merge with WAN-IFRA, the World Association of News Publishers, on Jan. 1, 2026, will only accelerate the process, Lewis told us.

“As far as our partnership and the merger is concerned, there will be no change,” Lewis said. “I have no doubt in time it could expand to include WAN-IFRA more broadly, but I think it would be most accurate today to confirm that it takes nothing away from the work we plan together with the FIPP membership, even once we are joined with WAN-IFRA next year.”

FIPP/Elliott will operate in two ways: FIPP will help publishers that want to expand internationally, and Elliott Co. will help international publishers who want to succeed in the U.S. ad-sales market. 

“In chatting, we saw a synergy in how our combined expertise could create comprehensive solutions for publishers,” Elliott said. “Publishers need to diversify their revenue streams and reach new audiences, and frankly, to do this, they need to navigate international advertising landscapes.”

At the event in Madrid, Elliott explained the advantages for foreign companies of using a U.S. firm for its advertising placement.

“This is really, really complicated stuff,” said Elliott. “Brand-studio advertising means different things in different places. There are many complications when you come from Europe or Asia or wherever to the U.S.” (See video clip .)

Speaking to SIIA Media Alert, Elliott said that a U.S. company can “help publishers monetize their content and build a strong advertising presence, if they make the effort to understand the U.S. market and get realistic.”