Its impact on TV and magazine planning and buying
MediaCom/Grey Global Group
Leslie Wood Research
We would like to clear up much of the confusion surrounding data
integration and what it can and cannot achieve.
first, a summary of how fusion became one of the hottest concepts in the U.S.
by discussions at the ARF's MMTT Council chaired by Leslie, the ARF hosted a oneday workshop on fusion entitled
Fusion come to America?' on December 5th, 2000, which Tony Jarvis cochaired
with Kate Lynch of Starcom
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'?'