Media Operations/Capabilities for Agency
03-1014959-049

We achieve the results our clients expect through a highly responsive,
client-focused organization driven by innovative planning, informed
negotiating, and proprietary systems and insightful research. We
develop media plans on a solution-neutral basis, which gives us
experience in a wide variety of media. Solution-neutral means we
continually ask ourselves, "Which are the vehicles and environments
that most effectively reach our target?" This approach allows us to go
beyond "traditional" media or "what's been done before." We focus our
plans on innovation, on integrating our client's message across all
forms of consumer communication, and on media vehicles that produce
results for our clients in the short term while positioning them for
the future.

Our global network continually initiates and develops proprietary
research providing breakthrough insights for clients. This year we
committed over 16MM to help keep strategists abreast of the most
current media trends and opportunities. Examples of some of our most
recent studies include Brainwave: Engaging the Viewer that uses
innovative technology to measure involvement and engagement with both
programs and commercials. Our Out-of-Home Visibility Study predicts the
likelihood of seeing an out-of-home display based on visibility and
location. Or our Frequency and Its Effects study conducted a
multivariate analysis of the effect of advertising frequency.

We are also committed to the belief that analog and digital media
should work together. We provide on-line media-buying capabilities and
strategic planning expertise on how to merge the power of traditional,
mass media with the one-to-one impact of the Internet. We leverage our
Internet Protocol expertise worldwide resources and media talent to
plan, buy and measure brand contacts more effectively and efficiently
than any other company in the world. Our experts work closely with
off-line Strategy teams to integrate all on-line activity with the
overall branding plans.

We have worldwide leverage and clout to deliver competitive rates for
our clients. We are the largest global spender in out-of-home media and
a top ten spender in print and TV. We deliver value for our clients'
investments through significant buying expertise. Long-standing vendor
relationships and marketplace leverage set us apart and have earned us
the reputation of being tough but fair negotiators.