After new-media adventure, Wray heads to Initiative fold

Linnett, Richard
September 2002
Advertising Age;9/23/2002, Vol. 73 Issue 38, p54
Trade Publication
This article features Frederick H. Wray, managing director of Initiative Media Inc. Wray is a media veteran who left the business a few years back to join start-up Ewireless. Like a handful of other media agency veterans who left for new media ventures and recently decided to return is glad to be back. He started in 1976 as a media buyer with Bcom3 Group's Leo Burnett Co. He moved to FCB in 1981 and became the shop's Midwest media director. In 1994, he was promoted to senior vice president-worldwide media director. After True North Communications was created in 1995, Wray and his colleagues set up TN Media, a full-service media shop that claimed billings in media-only business by 1997. Wray, based in Chicago, will manage the strategic media planning and buying for Initiative's central region which includes operations in Chicago, Cleveland and Dallas. One of his priorities is to develop econometric modeling and other strategic services for clients. The company is hugely competitive in the buying arena. The company focuses on the strategic angle and the creative angle and how it can bring those elements to work for clients. According to colleagues, Wray is a really bright guy and he really knows the media business.


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