Great Moments in Media

Inspiration in media is in the placing as well as in the making of brilliant advertising. Case studies: Mercedes-Benz choosing Scali as its full-service agency; 'Sharp's Classic Line' radio phone in , Pepsi's sponsorship of MTV, launches of the Saturn and Infiniti car models, Ogilvy's work for Shell Oil since the 1960s, the development of outdoor advertising since the 1960s.

Great moments in media

Thomas Forbes

Inspiration is in the placing as well as the making of brilliant advertising

In the gloomy winter of 1991, when Volvo was gone and spirits sagged, Scali, McCabe, Sloves suddenly was presented with a chance for redemption. Sales of Mercedes-Benz automobiles had slipped more than 20 per cent in the United States. About $100 million worth of media billings were looking for a new home. Or homes.

It was the pitch of a lifetime, says Alan Juryman, who ran the media department at Scali and now is the executive vice president and media director...

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