Ayer reorganizes its media department; move is seen as necessary to better coordinate client accounts



NEW YORK--Ayer Inc. has reorganized its media department to provide clients "a mo

Three associate media directors have been named group media directors and will oversee media planning by accounts. Specifically, three accounts, which have been fragmented by brand within the media department, will be coordinated by the new positions. Suzanne Kaufman will head up AT&T; Mitchell Burg, Procter & Gamble; and Matthew Schwach, DeBeers Consolidated Mines. Kaufman, Burg and Schwach will also handle other ac- counts.
The reorganization followed Marcella Rosen’s departure for the Network Television Association and Beth Gordon’s assumption of her position. Gordon’s former post as New York media director was eliminated.
Gordon said the group media directors will report directly to her. She said these three were chosen in order put senior people on the business and as a reward for their services.
Ayer once had group media directors, but they worked on different pieces of accounts and didn’t coordinate the accounts.
“It’s more to focus on client service and provide a central voice,” Gordon said of the reorganization.
Ayer is not alone in seeking to foster better communication between clients and the media department. There has been considerable interest at both agencies and media buying services in the creation of positions that would employ media generalists to serve as de facto account execs in the media department. These positions, though still in the dream stage at most shops, would provide clients with point people who could coordinate all media directly with the client, allowing for quicker turnaround on changes in plans or buys.
Copyright Adweek L.P. (1993)