Is the full-service agency bound for a comeback?

Advertising trendspotters could be forgiven for thinking so, after a specialist media agency took the unusual step of setting up a senior creative post.

The shop in question, Universal McCann in New York, has appointed Alan Schulman (43) as senior vp and creative director.

Formerly of McCann-Erickson World Group sibling FutureBrand Worldwide, Schulman plans to concentrate on producing content for new media outlets such as mobile phones and interactive TV.

“I'll be helping clients as they look to target new audiences that are more mobile,” he declared. “It helps to have a creative capability as well as a media capability.”

Data sourced from: New York Times; additional content by WARC staff