The new economy causes a shift in the way two Madison Avenue agencies serve clients

Article Abstract:

Mezzina/Brown and Messner Vetere Berger McNamee Schmetterer/Euro RSCG are evolving with the changing economy via massive reorganizations. Messner Vetere has formed Fuel North America for services outside the realm of the traditional ad agency. Mezzine Brown & Partners will focus on new-economy marketers.

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Interpublic Group strives for a balance between traditional advertising and new services

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Interpublic Group of Companies is reroganizing its Allied Communications Group division. New chairman and chief executive is Larry Weber. The reorganization aims to ensure that the bigger Interpublic agencies, which are strong in traditional advertising, become familiar with the offerings of the Allied Communications Group firms.

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Two large agencies make adjustments in their specialty units to adapt to the needs of clients

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Ogilvy & Mather Worldwide is merging account planning for its agencies, under Tony Wright. G.M. Mediaworks is merging its operations for interactive media and traditional media. Under the revamping, Rick Servaitis will assume the new post of president and chief operating officer.

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