Sponsor (Sept-Dec 1957)

Record Details:

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SPONSOR 2 ' bl i l»S7 HARRINGTON-RICHARDS DON KEMPER IRWIN VLADIMIR FULLER, SMITH & ROSS DONAHUE & COE CUNNINGHAM & WALSH ERWIN, WASEY I MORGAN IGOODKIND, JAM GOTHAM ROBERT ORR GROSSMAN AGENCY BRISACHER. WHEELER IrUTHRAUFF A RYAN IS TV BEHIND THE URGE TO MERGE? High cost of agencj t\ departments coupled with t\ demands for marketing and research >vill stimulate more link-up* among medium-sized and small agencies before end <>l h spring season i f this year doesn't go down .1 the bighpoinl for agenc) mergers, then next year should. Literal!) dozens of mergers are now being considered b) agencies around the nation. will take months to consummate (even years Other will die after the first meetings. But the merger fever i in the air and television is a major factor it n<>t the big factor. Television however, is, unlikerj to !>•■ tagged openl) as t h« reason for a mergei aftei the fact Traditionally agencies prefer t" talk over-all strateg] instead "I pinning themselves one medium no matter how dominant. eed from the link-up of operations billing well und< million jointl) \<> the n bining R&R and Em in. W iOion total. Vhnost ever} week now brings anothei d soli( itation for a mei top man.]. if not as the solution l>> a current problem then is ssibilit) f>>r further growth M'n\SOR 21 SEPTEMBER 195*3 31