TITLE

Overseeing the 'digital revolution'

AUTHOR(S)
McDonough, John
PUB. DATE
November 1999
SOURCE
Advertising Age;11/15/1999, Vol. 70 Issue 47, Following pc41
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article profiles John Zeigler, director of digital strategy at advertising agency DDB Worldwide. Unlike many of his peers, Mr. Zeigler spent most of his career on the client side, until, he says, "I got sick of agencies selling me campaigns that did not link to my real needs. I needed promotions, events and public relations that supported my efforts. But no one seemed to understand that." So in 1983 he and a partner founded an agency in Australia built on the early integrated marketing models. In the late 1980s, Mr. Zeigler and DDB Needham crossed paths. They merged in 1989. Mr. Zeigler subsequently spent four years in Dallas, running Focus, an agency DDB set up to serve GTE and where he also launched DDB Interactive. Interestingly, Mr. Zeigler foresees a day in the U.S. three to four years down the road when digital distribution of messages will find people spending as much time watching their mobile phones as their televisions.
ACCESSION #
2493311

 

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