MediaVest Reorg Is A Sign Of The Times

Convinced that their planning, buying and research models are outdated, U.S. media agencies are taking a long, hard look at their organizations. Last week, Publicis Groupe’s MediaVest USA made one of the most sweeping changes yet, reorganizing its senior-management team under four managing directors, who will form an executive committee reporting to CEO Laura Desmond.

Advancing are director of product planning Richard Beaven, who will drive the shop’s communication-planning discipline; evp Bill Tucker, 44, head of the Kraft team, who will spearhead client-services development; and president of U.S.