Sponsor (1956)

SPONSOR 15 DECEMBER 1956 THE SWITCH TO ALL-MEDIA BUYING Grey is in the thick of it. Here"* how it converts 57-man media department with evolutionary rather than revolutionary tactics H ow do you, as an agency, switch to the sxslein of all-media bu\ing? Ever since Y&R became the first major agency to swing to the all-media bu) ing system four years ago, agencies have been asking this question. Main already know the answer. DancerFitzgerald-Sample in New York, Leo Burnett in (Chicago, and Guild, Bascom and Bonfigli in San Francisco, for example, are only three of the agencies across the countrv who have all-media I Mixers. But to provide perspective for agencies contemplating the all-media pros and cons, sponsor went to an agencv by Jane Pinkerton which is now in transition to the allmedia system: Grey Advertising. The fact that Grey is just now in the months-long process of converting former media specialists provides a unique opportunity for observation of Low it's done. Grey opened its doors to SPONSOR and let its hair down on the training techniques it ha evolved and on the philosoph\ behind them. \\ hat this amounts to for Grey is a complete change in media concept and practice. Grey, during its 35 years of ex i-t ence. maintained the time-honored tradition of separation between the time and space activities within its media department. Time was time, and space was space, and never the twain would meet — at least not in the mind of any one media buyer. Ml this is now being changed. It's being changed by Larry Deckinger, who headed research and oi media operation as an exec.itix e ollicei oi the l>iou ( (i. for l<> \ear-. \ml il heing changed by Grey's top management team. Board Chairman Lawrence Valenstein and President Arthur C. I att. The) brought Dr. Deckinger to (ire\ last .|nl\ when Biow closed il doors. Gre) ha<l ahead) set up a group SPONSOR L5 DE< EMBER 1956 27