Shifting To Media Neutral With TV In The Driver Seat

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Media agencies once handled “buying” chores for their clients. The job then evolved into advertising “investment.” Now, the new task at hand is advertising “activation,” and media agencies are turning to buying executives with television backgrounds to get it done.

Earlier this month, MediaVest’s Donna Speciale, originally head of the agency’s broadcast buying and more recently president of its Video Investment Group, was named president of investment and activation. Now, in addition to supervising all video spending for MediaVest clients (including broadcast, cable and interactive buying), she also will oversee the print and out-of-home units.

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