Synergy Worldwide, Inc. v. Long, Haymes, Carr, Inc.

44 F. Supp. 2d 1348, 1998 U.S. Dist. LEXIS 22312, 1998 WL 1017575
CourtDistrict Court, N.D. Georgia
DecidedDecember 29, 1998
Docket1:97-cv-01883
StatusPublished
Cited by6 cases

This text of 44 F. Supp. 2d 1348 (Synergy Worldwide, Inc. v. Long, Haymes, Carr, Inc.) is published on Counsel Stack Legal Research, covering District Court, N.D. Georgia primary law. Counsel Stack provides free access to over 12 million legal documents including statutes, case law, regulations, and constitutions.

Bluebook
Synergy Worldwide, Inc. v. Long, Haymes, Carr, Inc., 44 F. Supp. 2d 1348, 1998 U.S. Dist. LEXIS 22312, 1998 WL 1017575 (N.D. Ga. 1998).

Opinion

ORDER

THRASH, District Judge.

This case is before the Court on Defendant’s Motion for Summary . Judgment [Doc. No. 37] and Defendant’s Motion to Strike [Doc. No. 49]. As a preliminary matter, the Court denies Defendant’s Motion. to Strike. However, the Court will consider only that evidence which is proper and admissible. Considering that evidence, and for the reasons set forth below, the Defendant’s Motion for Summary Judgment should be granted.

I. Background

This case arises out of a contract for the sale of radio advertisements. Plaintiff Synergy is an advertising broker based in Georgia that specializes in the placement of advertising in barter transactions. Defendant Long Haymes Carr, Inc. (hereinafter “LHC”) is a North Carolina advertising agency which represented Kiwi International Airlines. LHC arranged for Kiwi to purchase advertising through Synergy in a barter transaction. In return for the advertisements, Synergy agreed to be paid in “Kiwi credits.” These credits could be redeemed for Kiwi tickets. They could also be transferred or sold. LHC also received its commisr sion from Kiwi in Kiwi credits. For about two months in the summer of 1996, Synergy provided over $200,000 in advertising and received Kiwi credits as payment. Shortly thereafter, Kiwi filed for bankruptcy. As a result of the bankruptcy, the Kiwi credits became worthless. Synergy now seeks payment for the advertising from LHC, contending that LHC is jointly and severally liable for Kiwi’s obligations. LHC claims that there is no enforceable contract binding it to guarantee the value of the Kiwi credits.

Synergy dealt with Ms. Melody Willis . as the agent for Kiwi. She was hired in April, 1996, one year out of college, to work as a media planner for LHC. In the advertising business, media planners are low-level employees with limited authority. As a media planner, Ms. Willis’ responsibilities included analyzing market information, planning marketing actions for LHC’s clients, and ordering client-approved advertising for these clients from media vendors such as Synergy. LHC *1352 assigned Ms. Willis responsibility for creating a media plan for its client, Kiwi. As a media planner, Ms. Willis had limited authority to sign contracts on behalf of clients in purchasing pre-set amounts of advertising. Advertising is often purchased in this way by signing documents known as insertion orders. Insertion orders briefly describe the amount and type of advertising to be run. Ms. Willis’ authority to sign contracts on behalf of her employer, LHC, was more limited. Unless the document was an LHC form contract, Ms. Willis had to seek approval from LHC’s legal counsel before signing any documents binding LHC.

In the spring of 1996, Kiwi faced financial difficulties and wanted to purchase advertising with credit instead of cash. Aware of Synergy’s willingness to barter, Ms. Willis contacted Synergy on behalf of Kiwi. On July 15, 1996, Ms. Willis signed two insertion orders for Synergy to place radio advertisements for Kiwi. Together, the insertion orders authorized up to $500,000 in radio spots. These orders required Kiwi to pay Synergy one credit for every dollar of advertising. The insertion orders also stated that “[cjredits are all subject to availability.” (Doc. 44, Exhibit A). Synergy concedes that.Ms. Willis acted “on behalf of and as agent for Kiwi” in signing the July 15 orders. (Doc. 44, p. 4). The July insertion orders do not contain a joint and several liability clause and impose no obligations on LHC. It is undisputed that the July 15 insertion orders were valid contracts. Although Synergy admits that these orders were valid contracts, it contends that the July 15 insertion orders do not represent the final agreement of the parties. Synergy contends the July 15 insertion orders were “rough outlines” for the placement of advertising.

The relationship between LHC, Synergy and Kiwi differed from a typical advertising arrangement. Customarily,' an advertising agency like LHC would place advertising for its client — in this case Kiwi— with a media vendor. After the advertising ran, the client would then pay LHC for the full amount of the advertising including commissions. LHC — the broker — would then deduct its commission and pay the media vendor — Synergy-—money due for the advertising. This arrangement is known as sequential liability in the advertising industry. Under such an arrangement, LHC would be liable to the media vendor if LHC received full payment from its client. Kiwi’s arrangement with Synergy differed in that Kiwi was to pay the Kiwi credits directly to Synergy. Likewise, LHC would receive its commission directly from Kiwi.

On July 16, 1996, Synergy began performing pursuant to the insertion orders. It placed over $200,000 worth of radio advertising in several cities served by Kiwi. Soon thereafter, Synergy’s president, Mark Dagel, became concerned about the financial condition of Kiwi based on new reports of Kiwi’s financial troubles. In order to hedge against Kiwi’s financial instability, Mr. Dagel threatened to stop running Kiwi’s advertising unless Kiwi agreed to increase Synergy’s compensation to two Kiwi credits for every dollar of advertising. Kiwi acquiesced and in late August began paying Synergy at the 2 to 1 ratio.

On August 10,1996, an independent contractor for Synergy, Ira Mihlstin, visited Ms. Willis in North Carolina. Mr. Mihlst-in presented her with two new insertion orders and a Synergy form contract for placement of the advertising required by the July 15 insertion orders. Synergy remained obligated to provide up to $500,000 in advertising. For Kiwi and LHC, these new documents made three changes. First, the August 10 insertion orders increased Kiwi’s obligation to two Kiwi credits for each dollar of advertising Synergy placed. Second, both the August 10 insertion orders and the form contract provided that the credits paid to Synergy would have no expiration date and could be exchanged for Class Y tickets, a more desir *1353 able booking class. Finally, the form contract contained a joint and several liability clause. The clause provided that “both Advertiser as agent and client as principal agree and shall be jointly and severely (sic) liable for the performance of this agreement including all payments, rebill-ings, adjustments, and other terms and conditions.”

According to Ms. Willis, she advised Mr. Mihlstin that she lacked authority to sign the agreements without authorization from Kiwi. Nevertheless, Ms. Willis “scanned” the documents and signed them. It is undisputed that no one else at LHC reviewed or was notified of the existence of the August 10 contracts. Ms. Willis’ supervisor, Mr. Trosan, testified that he was unaware of the August 10 documents until after Kiwi filed for bankruptcy in September, 1996. Mr. Trosan also testified that Ms. Willis lacked authority to commit LHC to joint and several liability, as such an obligation would require approval by LHC’s counsel or senior officers.

On August 26, 1996 Kiwi transferred $486,601 in Kiwi Credits to Synergy. Kiwi also transferred $56,062 in Kiwi credits to LHC as commission. Following the transfer of these credits, Kiwi sent Synergy a document entitled “Conditions of Barter.” These conditions prescribed how the Kiwi credits could be used.

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Bluebook (online)
44 F. Supp. 2d 1348, 1998 U.S. Dist. LEXIS 22312, 1998 WL 1017575, Counsel Stack Legal Research, https://law.counselstack.com/opinion/synergy-worldwide-inc-v-long-haymes-carr-inc-gand-1998.