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Distinguishing between television marketplace hype and reality is a skill Rino Scanzoni has honed for nearly three decades. But over the past few years, making that distinction has become a more complex process for the man in charge of strategy for the three GroupM media agencies empowered with spending $12.5 billion on national television ads per year.
“When I was at Televest in the late 1990s, it was simply a media-buying agency, and most of the buying was done during the upfront,” recalls Scanzoni, this year’s Media All-Star Media Executive of the Year.
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