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Lou Schultz is the squeaky wheel of Madison Avenue.

The Lintas Worldwide exec VP-director of media services has made a name for himself as a bulldog negotiator and vociferous proponent of new media structures.

"I grew up in an era when everyone else felt media was a back-room operation," says Mr. Schultz, who splits time between Lintas' New York and Detroit offices.

"The first thing we changed was our attitude," he adds. "You can kick anyone's butt at any point in time but if you lose, go out there and do it again."

Mr. Schultz was one of the forces behind a major media coup last year.

Working closely with Phil Geier, chairman-CEO of parent Interpublic Group of Cos., and sister IPG agency McCann-Erickson Worldwide, Mr. Schultz set up a separate Interpublic media group-GM Mediaworks-for General Motors Corp., scoring the automotive giant's $1.3 billion in consolidated media.

Previously Mr. Schultz, who joined Campbell-Ewald's Warren, Mich., office in 1967, was the architect of an unprecedented $80 million one-year corporate deal between GM and Time Warner.

Alhough the ink is barely dry on Lintas' merger with Ammirati & Puris in New York, the 50-year-old Mr. Schultz already is scheming.

"We might, with this merger, call the department something else," he says. "We don't want to be known just as Ammirati & Puris/Lintas because there's a Campbell-Ewald component as well."

Media power isn't a new thing under Mr. Schultz.

In 1987, he set the Lintas department up as a separate company with its own P&L.

"I did it that way so we could run the department as a business," he says.

Recently, Mr. Schultz resurrected his controversial 2-year-old call for new research standards to identify core magazine readers.

"The characterization of magazine negotiations will change over the next three years," he says. "It's going to be more like TV and less like print was in the past."

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