Star turn
Article Abstract:
Media buyers have become increasingly important and may design the whole of the advertising strategy of companies. A media business involves a large scale investment and media specialists not only deal directly with major advertisers, but may have precedence, with firms staying with a single media specialist and choosing between different suppliers of creative input. Media specialists are able to use a range of media and have skills in quantitative analysis. Creatives may see themselves as brand guardians, and media specialists still have to secure their collaboration.
Publication Name: The Economist (UK)
Subject: Business, international
ISSN: 0013-0613
Year: 2000
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The efficient adman
Article Abstract:
Young and Rubicom (Y and R) boss, Peter Georgescu, arrived from Romania in 1954 and was educated at Stanford Business School, joining the company in 1963. He became chairman in 1994 and in 1998 he took Y and R public. He has introduced a change whereby Y and R Advertising shares an incentive pool and profit-and-loss account with the direct marketing arm of Y and R, Wunderman Cato Johnson. Big clients are encouraged to pay fees related to results. He sees advertising as becoming increasingly easy to predict.
Publication Name: The Economist (UK)
Subject: Business, international
ISSN: 0013-0613
Year: 1999
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Washing Cordiant away: advertising agencies
Article Abstract:
Cordiant, the advertising firm once known as Saatchi & Saatchi, is planning to divide into three different companies. One part will concentrate on media buying, and calls itself Zenith. The other two companies, one called Bates, and the other going back to the old name Saatchi & Saatchi, are advertising firms.
Publication Name: The Economist (UK)
Subject: Business, international
ISSN: 0013-0613
Year: 1997
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