Letter from the Chairman

December, 1996

To Those it May Concern,

In the course of our careers, most of us labor at the beck and call of others. Some are fortunate, as it were, to command our own ships and to set the course and speed. That can be challenging, but it’s also gratifying and rewarding.

During those entrepreneurial challenges and travels, we sometime witness things that need to be different or deserve to be changed. Not just for the sake of the business we’re running, but to benefit the industry itself.
In the U.S. advertising community, such is the case for the process known as the “agency review.” Although the situation in other countries is similar, the assertive nature of the U.S. agency new business executive and the complexity of the process makes this condition somewhat unique.

It’s my hope and desire that as we introduce this new and innovative match-making service, it will serve
advertisers and agencies alike, to reduce tension, save time, eliminate frustration, reduce costs and
streamline the agency selection process so it’s swift, manageable, pleasant, educational, precise
and cost-effective.

If anything, let this be my legacy to our industry.


Charles G. Meyst

Richmond, Virginia

4327 Cox Road • Vantage Place A • Glen Allen, Virginia 23060 • USA • Tel 804.346.1812 • Fax 804-346-1940

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