TITLE

Media `stepchild' now moving to head of table

AUTHOR(S)
Ross, Chuck; Endicott, R. Craig
PUB. DATE
April 1999
SOURCE
Advertising Age;4/19/1999, Vol. 70 Issue 17, ps12
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reports on the increase of media departments unbundling from their full-service parent companies as of April 1999. Giant companies ConAgra, Morgan Stanley Dean Witter & Co. and Mattel in recent months decided to consolidate their $100 million-plus U.S. media accounts. The main contenders: Companies with the names Carat, SFM Media, MediaCom, Media Edge, Optimum Media, Starcom and TN Media. The explosion of media shops separating from agencies has become a financial reality, notes Mike Moore, former worldwide media director at DMB&B and now a media consultant. He says, "There needs to be a mechanism to make sure the media capability generates the revenue it needs to support itself to compete against independents and dependents, such as your Carats, your SFMs, your Western Initiatives."
ACCESSION #
1786894

 

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