Campbell's delivers $200 mil to Media Edge

Pollack, Judann
March 1999
Advertising Age;3/22/1999, Vol. 70 Issue 12, p1
Trade Publication
This article reports on the decision of Campbell Soup Co. to shift its media buying and planning budget to Young & Rubicam's Media Edge in 1999, which effectively disbands its Campbell Media Alliance. Although client-dedicated media buying units are a commonplace, the concept was virtually pioneered in package goods with the Campbell Media Alliance in 1995. At the time, the creation of the True North Communications unit was considered a breakthrough because it recognized the media function as not just a means of placing advertising but an integral part of the advertising process itself. Campbell vice president-Global Business Development Tim Callahan said the soup marketer is still committed to that promise despite the fact that it is leaving the buying unit.


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