Headed by 37-year-old Paul Woolmington as president, the company will aim to provide integrated media management, drawing on all Y&R's marketing services and proprietary "brand intelligence" tools. The Media Edge brand launched in the U.S. during 1997.
Five regional "centers of excellence" will be established in New York, London, Singapore, Miami and Sydney, with New York taking the global lead. By the end of next year, the plan is to have The Media Edge operational in all countries where Y&R and their clients do business. The company will operate independently from the beginning of 1999.
"What differentiates us within the media business is that we approach marketing challenges with superior knowledge and insight about consumers and brands with the aim of leveraging this across all media communications disciplines," says Mr. Woolmington. "This is at the center of our media universe and is the real battleground for media in the future."
Copyright September 1998, Crain Communications Inc.