By Kathy Tyrer and Teresa Buyikian
LOS ANGELES--Bruce Silverman, the former president of Asher/Gould, has joined Western International Media as president of the media agency's newly formed Western International Advocacy Group.
The division, based in Los Angeles, will focus on media buying for political and cause-related businesses. 'These clients often need to use media very differently than conventional advertisers,' said Michael Kassan, Western International's president and chief operating officer.
'We've formed this division to provide special strategic and tactical services to agencies handling these accounts, to shops who want to handle these accounts, and directly to clients,' Kassan added.
While Western currently handles political and cause-related business, that business has not been grouped under one division. The agency handles media buying for the California Department of Health Services' tobacco education account.
Silverman oversaw that account at Asher/Gould, which handles the creative portion of the business. Western has also handled political campaigns for candidates including Ross Perot and Mario Cuomo.
'Western has purchased more political time than any other company and the addition of Bruce only serves to enhance our position in this market,' said Dennis Holt, Western chairman and founder.
'I'm extraordinarily excited about joining the Western family to build this division,' said Silverman, 51. 'I'm passionate about using advertising as a positive social force.'
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