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CHICAGO-Abandoning the quest of his predecessor, True North Communications chief executive officer David Bell said last week that the company is no longer seeking a third agency network.
“We have no plans for a third network,” Bell said in remarks following the company’s annual shareholders meeting in Chicago. “We have brands that are extremely capable.”
Relying on TN’s two main legs, Foote, Cone & Belding and Bozell Worldwide, represents “a shift of strategic focus,” Bell said. Former CEO Bruce Mason, who stepped down March 31, was open in his desire for a third global brand.
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