WHOLE EGG THEORY FINALLY FITS THE BILL FOR Y&R CLIENTS: GLOBAL AGENCY NETWORK OF THE YEAR: TEAM SPACE SYSTEM A WINNER FOR CITIBANK, OTHERS SET TO FOLLOW.

Advertising Age,  January, 1999  by Snyder, Beth

Tags: Citigroup Inc., network, team, Young & Rubicam

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More than two decades ago, Young & Rubicam instituted its whole egg theory. At the time, the notion commonly inspired outsider comments ranging from "No kidding" to "They've got to be kidding."

They weren't, but the idea was ahead of its time and eventually fell out of favor. Agencies turned their attention to the more popular idea of cross-selling clients on a variety of services or products. However, Y&R never really abandoned the concept. About six years ago, Y&R revisited the whole egg principle-this time creating a plan to become their clients' ...

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