Exact(3)
Viacom's president, Mel Karmazin, was quick to point out that the company would only make suggestions to its creative units.
From 1996 to 2002, he served as co-chief operating officer with Peter Chernin, a showman heavily involved in the company's creative units.
The marriage of ad and program becomes most powerful when creative messages are customized for the platform, as Hulu discovered when we tested sequential ad messaging: creative units that tell a story over the course of the program.
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That represents its entire midfield creative unit.
"It lets advertisers get a lot more of a message into a creative unit," Mr. McWilliams said.
MTV, New York, part of the MTV Networks unit of Viacom, is forming an advertising creative unit, called MTV Scratch, to help marketers reach young consumers.
And Addis in Berkeley, Calif., is opening a Los Angeles interactive creative unit called TBD CrossMedia focusing on the entertainment and media industries.
As a musician and fan, Mr. Reznor is an old-school rocker who is devoted to the album as a creative unit to be savored and pondered as a whole.
If he can carry that sense of self-belief into the national set-up then Argentina may at last have a spearhead to pull together a creative unit that often seems less than the sum of its parts.
So far, the company has resolved this conflict by allowing each country to get on with devising ideas for its local market, while the chain-smoking Mr de Mol runs his own creative unit in the Netherlands.Made up of some 20 people, this team concentrates on ideas for the international market, for both TV and other media.
Jimmy was a guarded soul, trusted to look after Cubby's children and present for the producer's darker times (his wife, Nedra, died young) as well as the good times, when Cubby later married Dana Wilson and set up home and 007's creative unit, Eon Productions, in Mayfair, central London.
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