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The nation’s biggest advertisers are asking media agencies to be their new consumer specialists —and are often launching big-budget reviews in the quest for strategic insight.
The challenge has brought communications planners to Starcom MediaVest Group, account planners to Universal McCann, creatives to PHD and other innovations. Now, OMD’s solution of choice is a research expert with plenty of client-side experience.
Michael Hess, 53, joined the Omnicom Group media agency in late August as director of global research and communications insight, filling a void left when Andrew Green moved to England last year.
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