Brian Wieser: Magna's New Oracle

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Bob Coen had been Madison Avenue’s unblinking oracle for 60 years, and when he stepped down as chief forecaster at Magna last March, it was the end of an era.

And while the biz respectfully marked the occasion of Coen’s retirement, those who crunch numbers for their daily bread say Magna tapped a more-than-worthy replacement in Brian Wieser.

Three months after taking the reins as senior vp and global forecasting director, Wieser announced that he had torn up the traditional methodology that informed how the industry gauged its own health, eschewing calculations based on ad revenue in favor of an assessment of media supplier revenues.

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