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
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.