Its impact on TV and magazine planning and buying

Tony Jarvis
MediaCom/Grey Global Group
Leslie Wood
Leslie Wood Research


We would like to clear up much of the confusion surrounding data integration and what it can and cannot achieve.

But first, a summary of how fusion became one of the hottest concepts in the U.S. today.

Prompted by discussions at the ARF's MMTT Council chaired by Leslie, the ARF hosted a oneday workshop on fusion entitled 'Will Fusion come to America?' on December 5th, 2000, which Tony Jarvis cochaired with Kate Lynch of Starcom

In memory of the late Pierre Trudeau's reported use of the 'F' word in the Canadian Parliament, the workshop was retitled, 'Will Fusion come to America or is it all fuddleduddle'?'