Word: mega
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...Sammy: The Ultimate Event! Still, when Frank Sinatra, Liza Minnelli and Sammy Davis Jr. commanded the stage two weeks ago for a 90-minute TV concert, they were doing more than just a routine network special. The concert was the latest offering in a busy new realm of video mega-events: pay-per-view television...
...professor daydreams about someday casting aside his footnotes and writing a splashy novel that will sell zillions of copies and make him rich. Umberto Eco, 57, a bearded and bespectacled professor of semiotics at the University of Bologna, fulfilled exactly that daydream eight years ago, when he concocted his mega-macro-medieval-mystery hit The Name of the Rose. He wrote part of the best seller in a 50-room country retreat near Urbino that he bought and restored himself and where he spends his leisure hours expanding his 40,000-volume collection of antique books and playing the recorder...
...Italy's most famous antiquities is surely its telephone system. But now AT&T aims to help bring it into the 20th century. Last week Italtel, an Italian telecommunications equipment maker, said it has chosen AT&T as its partner in a five-year, $27 billion government-subsidized mega-project to rebuild the country's cranky telephone system virtually from scratch. As one of the main contractors on the project, Italtel will supply most of the basic equipment, while AT&T will provide the know-how, software and supercomputers that will make Italian phone lines hum efficiently...
Such clients appreciate small shops because the advertisers can command the faithful attention of the agencies' top talent. Doing business with a small firm typically entitles the client to deal with the boss, while at a mega- agency the upper echelon usually concentrates on major accounts like IBM (budget: $138 million). But the greatest lure is the little shops' reputation for creativity. In last June's annual Clio Awards ceremony, the industry's equivalent of Oscar night, Fallon McElligott of Minneapolis ($142 million) won twelve prizes. The most honored Madison Avenue contender, BBDO Worldwide ($3.7 billion), won seven. Among...
...mega-firms are not endangered, of course, because they provide many services that smaller firms cannot. Big corporations that want to sell their products globally often prefer to deal with agencies that maintain large research departments and branch offices all around the world. Because they deal in volume, major agencies can also offer some services at more competitive prices...