A few tips for Rosenthal as he enters a new world; Exec must unify IPG shops, help marketers get over reliance on TV.(News)

Advertising Age, May, 2005 by Creamer, Matthew

Byline: MATTHEW CREAMER

Fix a pair of struggling media networks in danger of getting lapped by the competition. Hire a couple of top executives to fill voids in their leadership ranks. Figure out how to better package the whole thing to existing and prospective clients. And raise morale following a couple years of massive client losses, including Coca-Cola Co., Nestle, Unilever and, most recently, General Motors Corp.

Welcome to the agency world, Mark Rosenthal. Here's your to-do list.

The learning curve for the new role as chairman-CEO of Interpublic's media operations is going to be steep and the list of challenges a long one, especially for someone in his first agency job. But your new boss is betting that a long tenure at MTV Networks,...

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