TITLE

Optimum sees its billings soar

AUTHOR(S)
McDonough, John
PUB. DATE
November 1999
SOURCE
Advertising Age;11/15/1999, Vol. 70 Issue 47, Following pc34
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reports on the success of advertising agency DDB Worldwide's media service division Optimum Media, as of November 1999. Among Optimum's principal competitors are Young & Rubicam's Media Edge and Leo Burnett's Starcom. Media Edge was the first in the field, but DDB came along shortly afterward in mid-1996. As a profit center, it recognized media's need to manage itself and reinvest dollars in the tools and people to be competitive. Optimum has not preempted the function of the traditional DDB media department, which is integrated into the agency, goes under the name of DDB Planning and serves DDB clients of record.
ACCESSION #
2493295

 

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