Fusion
Its impact on TV and magazine planning and buying
Tony JarvisMediaCom/Grey Global Group and Leslie WoodLeslie 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...