The Media Edge B- | Adweek The Media Edge B- | Adweek
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The Media Edge B-

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NUMBERS D+

Billings, estimated revenue flat at $4 billion and $154 million, respectively. Wins included Chanel and Kraft Foods' Balance Bar. Successfully defended the bulk of its Royal Caribbean Cruises business. Losses included planning for Charles Schwab.

MANAGEMENT C+

After a sizzling 1999, chairman and worldwide CEO Beth Gordon and North America president Mitch Burg spent much of 2000 absorbing the gains. That may help account for the lack of business that came its way last year, though the shop did participate in a lot of pitches. TME continued to pursue goal of putting new technology to practical use, as evidenced by its "global partnership" with San Francisco high-tech firm Mediaplex. At the end of the year, vice chairman and chief strategy officer Paul Woolmington left.

MEDIA PLANNING B

Has some planning chops, as illustrated by its Cannes Media Lion award in June for a highly successful tie-in between client AT&T and ABC's Who Wants to Be a Millionaire.

MEDIA BUYING B

Not a major cable player, but with well over $2 billion in TV buying, agency is a big broadcast presence with a big national TV name: Bob Igiel. Also a force in print with Jeanne Tassaro. A major player in outdoor, too.

COMMENTS

Looming over the agency is its future as part of WPP: Will it be an equal or a junior partner to sister MindShare? Family ties have already reaped one benefit WPP connections got TME into the Sony Pictures review but a number of questions remain, especially about the role of the very well-regarded Gordon. As the year began, she relinquished global CEO responsibilities to TME's international leader, Charles Courtier. It's a change that may presage more shifting among the tight-knit team including Gordon, Burg and Igiel which has enjoyed great success since unbundling from N.W. Ayer a decade ago.