Brenda McKenna has formed BCM Media LLC, a private media consulting firm in New Canaan.

The firm specializes in B2B media planning and buying for a wide range of industries, including health care.

McKenna, who has more than 25 years of experience, also partners with affiliates, allowing the firm to offer expanded advertising services without the high overhead costs associated with a more traditional agency.

McKenna spent the last 23 years at Marquardt & Roche and Partners in Stamford, where she was vice president/media director. Over the years, she developed successful media plans for national and international clients in specialized trade markets. She said some of these clients included Crowley Maritime Corp., FUJIFILM Medical Systems, Procter & Gamble, Praxair and SCHOTT North America.

"It all started on a train ride to Boston," said McKenna. "I happened to be sitting next to the media director at Leonard, Monahan, Saabye, a large agency in Providence, R.I. She noticed I was reading `Ogilvy on Advertising' for one of my undergrad marketing classes at Providence College. We started talking, and by the time we reached our destination, I had an internship at the agency.

"From there I headed to Madison Avenue and the media department of Lord, Geller, Federico, Einstein. There, I learned and worked on an exciting roster of high-profile clients, including IBM, Sony, Yves St. Laurent and Schiefflin & Somerset brands. My journey was exciting, but not as exciting as managing my own firm."

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Over the years, she has developed strong relationships with media partners and clients. "This move was a natural transition for me."

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