Questions for Publicis USA's Susan Gianinno

What You Should Have Read, Feb. 13, 2007

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Questions for Susan Gianinno: Venture Reunites Media Planners, Creative Executives
The Wall Street Journal sits down with Publicis USA's Susan Gianinno to ask about its new division, Optimedia Inside, which is designed to bring media-planning thinking into its ad firm. Publicis USA, which works for advertisers such as Citigroup, Procter & Gamble and T-Mobile, said the move is to get the ad firm thinking more about how people consume media, knowledge that it says ad firms lost in the late 1990s when media-buying and -planning functions were stripped away from ad firms to create separate businesses. Read Ms. Gianinno's answers as to why different types of advertising and marketing agencies don't work better together, and why she believes a new structure is needed.
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