Mason Sees Technology in TN's Future

Bruce Mason’s successor as chief executive of True North Communications will inherit plans to implement a “competitive point of difference rooted in technology” to keep TN from falling behind its larger rivals. That was Mason’s assessment of TN’s position last week.
TN remains outmuscled. The Bozell, Jacobs, Kenyon & Eckhardt acquisition made TN No. 6 among global agency networks. But, as Mason noted, TN’s 1997 revenues of $1.2 billion were less than one-third of the top three: Omnicom Group, WPP Group and the Interpublic Group of Cos.