New York -- McCann-Erickson WorldGroup has booked an
unusual 20-client, $40 million-plus global cable buy with Turner Broadcasting Sales Inc.
Bill Cella, executive vice president of broadcast and
programming at the ad agency, said given McCann's worldwide client base -- ranging from
Coca-Cola Co. to General Motors Corp. to Nestle -- "It makes sense to look at deals
The problem is that "there's a lot of resistance"
to the concept at other cable companies, he added, due to "internal politics"
and difficulty in getting all of the key executives together.
In TBSI's case, Cella dealt with president Steve Heyer, who
has long been pushing for such an integrated worldwide media buy.
The cable networks in the North American part of McCann's
buy are Cable News Network, TBS Superstation and Turner Network Television, Cella said,
while those in the European and Asia/Pacific part are CNN International, TNT and Cartoon
A Turner spokesman indicated that McCann's 20-country deal
includes program-development aspects. But Cella said that has more to do with a
"first look" at future programs than with involvement in their creation and
- Jim Forkan