Company hedges bet on ad buying

Trading and negotiating

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Last October, the company announced that it would begin using its executives' trading and negotiating skills, honed in the energy and broadband sectors, at ad space buying and selling, mostly in television and print. At first, some media buyers greeted the idea with skepticism. But Enron has had a good deal of success finding converts, helping some its clients with functions as diverse as pulp and paper trading, Ondarza said. Enron is currently working on behalf of 20 different advertisers, Ondarza said. He would not name them.

To answer concerns among some media buyers who think Enron lacks the ad knowledge to deal in the space, the company has hired several ad agency veterans to join the 11-person Enron Media Services team. Enron's growing industry expertise and its built-in trading skill will help make it a player in the media buying space in short order, Ondarza said.

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