Agencies that recognize the need to better coordinate multiplatform ad buys are taking steps to integrate their traditional and new media operations, according to participants at the "Global CEO Spotlight" panel at the 2009 Festival of Media in Valencia, Spain. "The recession has caused us to focus on what's important to clients and the organization and what isn't," said Jack Klues, managing partner at Publicis Groupe's Vivaki. "That fosters conversation between the two of us and helps determine what work can be eliminated. We're in a race to standardize things."

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