2001 Rating: 1.5 stars
2002 was a full year for Mike Dolan, at the helm of Y&R Advertising and its parent company, WPP Group's Young & Rubicam, as he completed his first full year running both outfits. In November 2002, he announced the establishment of a 28-member Global Leadership Council, which includes a number of U.S. agency executives. The goal: to build a new generation of leaders and break down the agency's bureaucracy.
In new business, Y&R pulled in about $250 million in new billings, the biggest of which is Land Rover North America, a move resulting from client consolidation.
Humorous TV spots for Computer Associates won recognition, as did new efforts for Sony Consumer Electronics. The agency and Sony developed a new marketing program, "The Diamond Plan" that allocates media dollars by several consumer demographic groups rather than product categories. The result includes beautiful TV ads for aging baby boomers, or "zoomers," and touching print and broadcast work for families.
In an example of Madison+Vine linkage, Y&R Advertising, Irvine, Calif., teamed with NBC's "Tonight Show" for car client Lincoln. Included: Lincoln-sponsored live music, dubbed "The Lincoln Garage Concert Series," over 12 weeks; on-air mentions by host Jay Leno; online sweepstakes and trivia, and links to Web site Lincoln.com.
A big challenge is how to successfully ally Y&R Advertising and Wunderman in New York, headquarters to both companies. Expect global senior management appointments, just below Mr. Dolan, on both the agency and creative sides at Y&R Advertising. Reinvigorating Y&R New York is another top priority-watch for management shuffles.