You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract Why Hires Must Be Experts in Multiple Areas As Marketers Look to Manage Their Brands Across Multiple Media, so too Must They Handle Their Teams By Erika Weinstein, Published on January 21, 2008 2 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.