MediaCom Steps Reflect Sign Of Industry Times

Behind MediaCom’s promotion last week of four evps/group directors is an evolution, not just at Grey Global Group’s media network, but at other U.S. media-services companies. The goal: to dissolve the lines separating media’s core competencies, planning and buying, to create “total media-management services,” said Jon Mandel, MediaCom’s chief negotiating officer.

In promoting former svp/director of national broadcast Donna Speciale, along with planning specialists Jim Porcarelli, Larry Swyer and Elyse Hoelzer, the company hopes to realize a stronger relationship between planning and buying.

“What’s great about the evps—me being the buying arm and being so connected to the strategic planners, Larry, Elyse, and Jim—is that the process of buying becomes more intelligent, and what we can offer becomes more comprehensive,” Speciale said.