Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.
Erwin Ephron, once one of the industry’s most influential media consultants who was widely acknowledged as a force in the development of modern media planning, died Sunday at the age of 79.
Ephron, who began his career at Nielsen, worked at agencies like BBDO in the 1960s before starting his own shop, Ephron Raboy & Tsao and later, media consultancy Ephron, Papazian & Ephron. As a consultant, beginning in the late 1980s when marketers were grappling with increasing fragmentation, he became outspoken about replacing old-school notions of advertising frequency with "recency," a radical planning approach that sought broad and continuous reach, particularly when consumers were in-market for a brand’s advertising message.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in