WESTERN BOOSTS N.Y. FOR CARAT BATTLE: SHARP, IDELL COME IN TO BOLSTER RESEARCH CREDENTIALS.(Western Initiative Media Worldwide, Carat USA)(Brief Article)

Advertising Age, May, 1999 by Ross, Chuck

Western Initiative Media Worldwide is beefing up its New York office, a move seen as clearly challenging Carat USA.

Andrew Sharp, director of marketing and communications in Initiative's London office, is moving to the U.S. in a yet-to-be titled post. Mr. Sharp, 44, is well-known in the U.K. as an expert in modeling tools and statistical techniques in media buying and planning.

Joining Mr. Sharp in the Big Apple as chief strategic officer will be Cheryl Idell, now exec VP-managing director of research and strategic planning in the agency's West Hollywood, Calif., headquarters.

ADDRESSING CONCERNS

As media outlets become more fragmented, advertisers are looking for the best vehicles to reach their targets as well as ways to make media...

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