Westinghouse CEO wants to go right to advertisers

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CBS' new owner has an ominous message for ad agencies: The network is going to deal more directly with advertisers.

"I think we've gotten into a buy-sell auction relationship" with agencies, said Michael Jordan, chairman-CEO of CBS parent Westinghouse Electric Corp. "Instead of thinking of the media buyers as our customers, it's really the sophisticated advertisers who should be the people we should be working very closely with."

Agency media executives agreed with Mr. Jordan's point--made last week in a keynote speech at the annual Schroder Wertheim/Variety conference in New York--that the network should develop more marketing ideas, but they believe CBS should still go through the agencies.

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Universal Studios Theme Parks has narrowed the agency search for its $20 million account to six finalists. They include: Deutsch, Santa Monica; Saatchi & Saatchi Advertising, Torrance; and TBWA Chiat/Day, Venice. Foote, Cone & Belding, Los Angeles, and incumbents DDB Needham Worldwide, Los Angeles, and Seiniger Kaufman, Beverly Hills, are also believed to be in.

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