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The timebuyer of the *70s:
Media's all-meclia buyer
Tomorrow's highly trained buyer will be a specialist with top responsibilities, says FSR media man
By Mike Kcenaii
Associate Media Director Fuller & Smith & Ross Inc.
As associate media director at Fuller & Smith & Ross, Mike Keenan is responsible for all media planning, client presentations and buyer supervision for Warner-Lambert, American Chicle, Air France, Comercial Solvents, Acco Labs and Coats and Clark. Before joining FSR, he held such positions as associate media director and assistant media director at Lennen & Newell, handling the Colgate, Corn Products, Armstrong, and Cities Service accounts, among others. Prior to Lennen & Newell, Keenan was with Foote, Cone & Belding. where he was responsible for the General Foods, Clairol and Lever Bros, accounts. Before that, he had been a buyer at Compton. Keenan served in the U.S. Army Counter-intelligence Corps after graduating from Duke with a BA degree in Economics in 1955.
■ What will it be like to be a timebuyer in the 1970s? None of us knows, of course, but a few hints have been given, and a degree of insight into the future can be gained by examining past trends in media as well as business in general.
Change — A Way of Life. Most of us have come to accept change as a way of life. This is especially true in the business community. How
many times have we heard facts such as the following?
• Half of the jobs held by this year's college graduates did not exist when these people were born.
• Two-thirds of all food products manufactured today did not exist 10 years ago.
• Half of today's population is under 29 years of age.
November 9, 1964
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