New media strategy company promises to ’fill gap in market’

The media consultants, Steve De Saulles, Terry Alexander and Stephen White, have joined forces to launch a company specialising in strategic media evaluation.

The media consultants, Steve De Saulles, Terry Alexander and

Stephen White, have joined forces to launch a company specialising in

strategic media evaluation.



The company, Media In Perspective, is being established to exploit what

the founders see as a gap in the media marketplace.



According to the three partners, media auditors have historically looked

at a client’s business through the wrong end of the telescope,

concentrating on detail and number-crunching rather than the bigger

picture of strategic direction.



The new venture will act as an umbrella operation sitting alongside the

three partners’ existing media consultancies. De Saulles runs DSA, while

White and Alexander run European Media Management. If clients also want

number-crunching, the partners claim that they already have tried and

tested structures in place to fulfil this role.



Mandy Pooler, the chief executive of MindShare, welcomed the launch of

the new company, claiming ’a more rounded future-orientated service is

in tune with the big issues that face advertisers and their media

agencies’.



De Saulles is a former media director of the now defunct Chetwynd

Haddons and a media group director at WCRS.



White was the first media director of WCRS and a director of Aegis.

Until recently he worked alongside Ian Fairbrother at Fairbrother Media,

but the pair split last month after a dispute.



Terry Alexander was vice-chairman of CDP and a managing director of the

outdoor company, Portland. He became a partner in European Media

Management in 1998.



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