Poppe rediscovers roots; cools interactive ardor

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Poppe Tyson is easing its focus on interactive marketing.

Buffeted by a failed initial public offering attempt, the departure of its chairman last week and increasing speculation about its future in light of merger talks between its parent Bozell, Jacobs, Kenyon & Eckhardt and True North Communications, Poppe is taking a back-to-basics strategy emphasizing its roots in business-to-business and technology advertising.

"What the company has done is decided that we need a competent management team that can not [only] hype what we're doing but turn the perception into reality on the bottom line," said Kevin Clark, chairman-president-CEO of the New York-based agency. "We're going to achieve better balance . . . going forward."

For more on this story see the full article in INTERACTIVE.

Copyright May 1997, Crain Communications Inc.

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