In 1994, I consulted with the Campbell Soup Company on its media planning and buying review, overseeing the process that consolidated four media buying agencies of record into a single dedicated media buying and planning unit within the Foote Cone & Belding operation. The following Classic Jack commentary is edited from my original overview developed for Campbell Soup, with confidential information deleted.
The recent economic turn-about in the television industry shifts the market from what was expected to be a long-term...
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