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Merger Talk





I’ve been following the comments being made about Michael Schrage’s column (‘Direct Impact,’ Feb. 17) concerning Lester Wunderman’s book, Being Direct. In response to a letter written by the managing director of O&M Direct in Los Angeles (Letters, April 28), I’d have to say he read the column and not the book. If he had read the book, he would understand that the purpose of the 1973 merger with Wunderman’s agency on the part of Young & Rubicam–of which I was ceo at the time–was to fulfill our holistic corporate mission ‘to be the best in responsible communication on a worldwide basis.’





The directors of Y&R had determined in 1972 that the best path to the future was integrated advertising.
















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