Media Buyer Downplays Upfront Revamp - Multichannel

Media Buyer Downplays Upfront Revamp

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One major media-buying executive downplayed the importance of Carat North
America CEO David Verklin’s proposed upfront revampas little more than
brief comments made at a recent American Association of Advertising Agencies
meeting.

"These discussions were two minutes at the end of a Four As meeting," said
Steve Grubbs, CEO of Omnicom Group’s PhD North America.

The fact that those remarks were played up in subsequent stories in
Multichannel News, Advertising Age and elsewhere, he added, seemed
to indicate that someone was "trying to create their own
agenda."

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