Appendix A : System Walkthrough Reference Material s
281
APPENDIX A: SYSTEM WALKTHROUGH REFERENCE MATERIALS
WALKTHROUGH ARTICLE1
<DOC>
<DOCID> wsj94_026 .0231 </DOCID>
<DOCNO> 940224-0133 . </DOCNO>
<HL>
	
Marketing & Media -- Advertising :
@ John Dooner Will Succeed James
@ At Helm of McCann-Erickson
@ By Kevin Goldman </HL>
<DD> 02/24/94 </DD>
<SO> WALL STREET JOURNAL (J), PAGE B8 </SO>
<CO>
	
IPG K </CO>
<IN> ADVERTISING (ADV), ALL ENTERTAINMENT & LEISURE (ENT) ,
FOOD PRODUCTS (FOD), FOOD PRODUCERS, EXCLUDING FISHING (OFP) ,
RECREATIONAL PRODUCTS & SERVICES (REC), TOYS (TMF) </IN >
<TXT>
<p>
One of the many differences between Robert L . James, chairman and
chief executive officer of McCann-Erickson, and John J . Dooner Jr . ,
the agency's president and chief operating officer, is quit e
telling: Mr. James enjoys sailboating, while Mr . Dooner owns a
powerboat .
</p>
<p>
Now, Mr. James is preparing to sail into the sunset, and Mr.
Dooner is poised to rev up the engines to guide Interpublic Group' s
McCann-Erickson into the 21st century . Yesterday, McCann made
official what had been widely anticipated : Mr . James, 57 years old,
is stepping down as chief executive officer on July 1 and wil l
retire as chairman at the end of the year . He will be succeeded by
Mr . Dooner, 45 .
</p>
<p>
It promises to be a smooth process, which is unusual given th e
volatile atmosphere of the advertising business . But Mr. Dooner has
a big challenge that will be his top priority . "I'm going to focus
on strengthening the creative work," he says . "There is room to
grow. We can make further improvements in terms of the perception of
our creative work . "</p>
<p>
Even Alan Gottesman, an analyst with PaineWebber, who believe s
McCann is filled with "vitality" and is in "great shape," says tha t
from a creative standpoint, "You wouldn't pay to see their reel" of
commercials .
</p>
<p>
While McCann's world-wide billings rose 12% to $6 .4 billion last
1 . This article reprinted with permission from Dow Jones .
283
year from $5 .7 billion in 1992, the agency still is dogged by the
loss of the key creative assignment for the prestigious Coca-Col a
Classic account . "I would be less than honest to say I'm no t
disappointed not to be able to claim creative leadership for Coke, "
Mr. Dooner says .
</p>
<p>
McCann still handles promotions and media buying for Coke . But
the bragging rights to Coke's ubiquitous advertising belongs t o
Creative Artists Agency, the big Hollywood talent agency . "We are
striving to have a strong renewed creative partnership wit h
Coca-Cola," Mr. Dooner says . However, odds of that happening are
slim since word from Coke headquarters in Atlanta is that CAA an d
other ad agencies, such as Fallon McElligott, will continue t o
handle Coke advertising .
</p>
<p>
Mr. Dooner, who recently lost 60 pounds over three-and-a-hal f
months, says now that he has "reinvented" himself, he wants to do
the same for the agency. For Mr . Dooner, it means maintaining his
running and exercise schedule, and for the agency, it means
developing more global campaigns that nonetheless reflect loca l
cultures . One McCann account, "I Can't Believe It's Not Butter," a
butter substitute, is in 11 countries, for example .
</p>
<p>
McCann has initiated a new so-called global collaborative system ,
composed of world-wide account directors paired with creativ e
partners . In addition, Peter Kim was hired from WPP Group's J .
Walter Thompson last September as vice chairman, chief strategy
officer, world-wide .
</p>
<p>
Mr . Dooner doesn't see a creative malaise permeating the agency .
He points to several campaigns with pride, including the Taster' s
Choice commercials that are like a running soap opera. "It's a $19
million campaign with the recognition of a $200 million campaign, "
he says of the commercials that feature a couple that must hold a
record for the length of time dating before kissing .
</p>
<p>
Even so, Mr . Dooner is on the prowl for more creative talent and
is interested in acquiring a hot agency. He says he would like to
finalize an acquisition "yesterday . I'm not known for patience . "
</p>
<p>
Mr . Dooner met with Martin Puris, president and chief executive
officer of Ammirati & Puris, about McCann's acquiring the agenc y
with billings of $400 million, but nothing has materialized . "There
is no question," says Mr . Dooner, "that we are looking for quality
acquisitions and Ammirati & Puris is a quality operation . There are
some people and entire agencies that I would love to see be part o f
the McCann family ." Mr . Dooner declines to identify possible
acquisitions .
284
</p>
<p>
Mr . Dooner is just gearing up for the headaches of running one o f
the largest world-wide agencies . (There are no immediate plans to
replace Mr . Dooner as president; Mr . James operated as chairman,
chief executive officer and president for a period of time .) Mr .
James is filled with thoughts of enjoying his three hobbies :
sailing, skiing and hunting .
</p>
<p>
Asked why he would choose to voluntarily exit while he still i s
so young, Mr . James says it is time to be a tad selfish about how h e
spends his days . Mr . James, who has a reputation as an
extraordinarily tough taskmaster, says that because he had a great
time" in advertising," he doesn't want to "talk about the
disappointments ." In fact, when he is asked his opinion of the new
batch of Coke ads from CAA, Mr . James places his hands over hi s
mouth. He shrugs . He doesn't utter a word . He has, he says, fond
memories of working with Coke executives . "Coke has given us great
highs," says Mr . James, sitting in his plush office, filled with
photographs of sailing as well as huge models of, among othe r
things, a Dutch tugboat .
</p>
<p>
He says he feels a "great sense of accomplishment ." In 36
countries, McCann is ranked in the top three ; in 75 countries, it i s
in the top 10 .
</p>
<p>
Soon, Mr. James will be able to compete in as many sailing race s
as he chooses . And concentrate on his duties as rear commodore a t
the New York Yacht Club .
</p>
<p>
Maybe he'll even leave something from his office for Mr . Dooner .
Perhaps a framed page from the New York Times, dated Dec . 8, 1987,
showing a year-end chart of the stock market crash earlier that
year . Mr . James says he framed it and kept it by his desk as a
"personal reminder . It can all be gone like that . "
</p>
</TXT>
</DOC>
285
NAMED ENTITY TASK : TAGGED
STRINGS IN ANSWER KEY FOR
WALKTHROUGH ARTICLE
ENAMEX: ORGANIZATION
McCann-Erickson
McCann-Erickson
Interpublic Group
McCann-Erickson
McCann
PaineWebber
McCann
McCann
Coke (STATUS="OPT" )
McCann
Coke
Coke (STATUS="OPT" )
Creative Artists Agency
Coca-Cola
Coke
CAA
Fallon McElligott
Coke
McCann
McCann
WPP Group
J. Walter Thompson
Ammirati & Puris
McCann
Ammirati & Puris
McCann
Coke (STATUS="OPT" )
CAA
Coke
Coke
McCann
New York Yacht Club
ENAMEX : PERSON
John Dooner
James
Kevin Goldman
Robert L . James
John J . Dooner Jr .
James
Dooner
James
Dooner
James
Dooner
Dooner
Alan Gottesman
Dooner
Dooner
Dooner
Dooner
Peter Kim
Dooner
Dooner
Dooner
Martin Puris
Dooner
Dooner
Dooner
Dooner
James
James
James
James
James
James
James
Dooner
James
ORGANIZATION: LOCATION
Hollywood
Atlanta
TIMEX: DATE
02/24/94
the 21st century
July 1
1992
September
Dec . 8, 1987
NUMEX : MONEY
$6 .4 billion
$5 .7 billion
$19 million
$200 million
$400 million
NUMEX : PERCENT
12%
286
COREFERENCE TASK: TAGGED
STRINGS IN ANSWER KEY FOR
WALKTHROUGH ARTICLE
KEY CLASS 1:
JAMES
CHAIRMAN (status : OPT )
CHIEF EXECUTIVE OFFICER OF MCCANN-
ERICKSON (min : OFFICER) (status : OPT )
ROBERT L. JAMES, CHAIRMAN AND CHIEF
EXECUTIVE OFFICER OF
MCCANN-ERICKSON, (min : ROBERT L. JAMES)
MR. JAMES (min : JAMES)
MR. JAMES (min : JAMES)
CHIEF EXECUTIVE OFFICER (min : OFFICER)
(status : OPT )
CHAIRMAN (status : OPT )
MR. JAMES, 57 YEARS OLD, (min : JAMES)
HE
CHAIRMAN (status : OPT )
CHIEF EXECUTIVE OFFICER (min : OFFICER)
(status : OPT )
PRESIDENT (status : OPT )
MR. JAMES (min : JAMES)
MR. JAMES (min : JAMES)
HIS
HE
HE
MR. JAMES (min : JAMES)
HE
HIS
MR. JAMES, WHO HAS A REPUTATION AS AN
EXTRAORDINARILY TOUGH TASKMASTER, (min :
JAMES)
HE
HE
HE
HIS
MR. JAMES (min : JAMES)
HIS
HIS
HE
HE
HE
HE
MR . JAMES, SITTING IN HIS PLUSH
OFFICE, FILLED WITH PHOTOGRAPHS OF
SAILING AS WELL AS HUGE MODELS OF, AMONG
OTHER THINGS, A DUTCH TUGBOAT (min :
JAMES )
HIS
HE
HE
MR. JAMES (min : JAMES)
HE
REAR COMMODORE AT THE NEW YORK YACHT
CLUB (min : COMMODORE) (status : OPT)
HIS
HE
HIS
MR. JAMES (min : JAMES)
HE
HIS
KEY CLASS 2 :
A FRAMED PAGE FROM THE NEW YORK TIMES ,
DATED DEC. 8, 1987, SHOWING A YEAR-END
CHART OF THE STOCK MARKET CRASH EARLIER
THAT YEAR (min : PAGE)
IT (status : OPT )
IT
KEY CLASS 3 :
JOHN DOONER
THE AGENCY'S PRESIDENT (min :
PRESIDENT) (status : OPT)
CHIEF OPERATING OFFICER (min : OFFICER)
(status : OPT )
JOHN J. DOONER JR., THE AGENCY' S
PRESIDENT AND CHIEF OPERATING OFFICER ,
(min : JOHN J . DOONER JR. )
MR. DOONER (min : DOONER)
MR. DOONER (min : DOONER)
MR. DOONER, 45 (min : DOONER)
MR. DOONER (min : DOONER)
HIS
I
HE
I
I
MR. DOONER (min : DOONER)
MR. DOONER (min : DOONER)
MR. DOONER, WHO RECENTLY LOST 60
POUNDS OVER THREE-AND-A-HALF MONTHS ,
(min : DOONER)
HE
HIMSELF
HE
MR. DOONER (min : DOONER)
HIS
MR. DOONER (min : DOONER)
HE
HE
MR. DOONER (min : DOONER)
HE
HE
I
MR. DOONER (min : DOONER)
MR. DOONER (min : DOONER)
I
MR. DOONER (min : DOONER)
MR. DOONER (min : DOONER)
PRESIDENT (status : OPT)
MR. DOONER (min : DOONER)
MR. DOONER (min : DOONER)
287
KEY CLASS 4 :
HIS PLUSH OFFICE, FILLED WITH
PHOTOGRAPHS OF SAILING AS WELL AS HUGE
MODELS OF, AMONG OTHER THINGS, A DUTCH
TUGBOAT (min: OFFICE)
HIS OFFICE (min: OFFICE)
KEY CLASS 5 :
SAILBOATING
SAILING
SAILING
SAILING
KEY CLASS 6 :
MCCANN-ERICKSON
THE AGENCY
MCCANN-ERICKSON
INTERPUBLIC GROUP'S MCCANN-ERICKSON
(min: MCCANN-ERICKSON)
MCCANN
WE
OUR
MCCANN
THEIR
MCCANN
THE AGENCY
MCCANN
WE
THE AGENCY
THE AGENCY
MCCANN
MCCANN
THE AGENCY
MCCANN
WE
ONE OF THE LARGEST WORLD-WIDE AGENCIES
(min : ONE) (status : OPT)
THE MCCANN FAMILY (min : FAMILY)
US
MCCANN
IT
KEY CLASS 7 :
COKE
COKE
COKE
COCA-COLA
COKE
COKE
COKE
COKE
COKE
KEY CLASS 8 :
CREATIVE ARTISTS AGENCY, THE BIG
HOLLYWOOD TALENT AGENCY (min: CREATIVE
ARTISTS AGENCY)
THE BIG HOLLYWOOD TALENT AGENCY (min:
AGENCY)
CAA
CAA
KEY CLASS 9 :
AMMIRATI & PURIS
THE AGENCY WITH BILLINGS OF $400
MILLION (min: AGENCY)
AMMIRATI & PURIS
KEY CLASS 10 :
PRESIDENT (status : OPT)
MARTIN PURIS, PRESIDENT AND CHIEF
EXECUTIVE OFFICER OF AMMIRATI & PURIS,
(min: MARTIN PURIS)
CHIEF EXECUTIVE OFFICER (min: OFFICER)
KEY CLASS 11 :
IT (status : OPT )
THE TASTER'S CHOICE COMMERCIALS THAT
ARE LIKE A RUNNING SOAP OPERA (min :
COMMERCIALS)
THE COMMERCIALS THAT FEATURE A COUPLE
THAT MUST HOLD A RECORD FOR THE LENGTH
OF TIME DATING BEFORE KISSING (min :
COMMERCIALS)
KEY CLASS 12 :
PETER KIM
VICE CHAIRMAN, CHIEF STRATEGY OFFICER ,
WORLD-WIDE (min: CHAIRMAN) (status : OPT)
KEY CLASS 13 :
COKE'S UBIQUITOUS ADVERTISING (min:
ADVERTISING)
COKE ADVERTISING (min: ADVERTISING)
KEY CLASS 14 :
ADVERTISING
THE ADVERTISING BUSINESS (status: OPT
(min: BUSINESS) )
ADVERTISING
KEY CLASS 15 :
OUR CREATIVE WORK (min: WORK)
THE CREATIVE WORK (min: WORK)
288
TEMPLATE ELEMENT ANSWER KEY FOR WALKTHROUGH ARTICLE
<ORGANIZATION-9402240133-l> : _
ORG_NAME: "McCann-Erickson"
ORG_ALIAS: "McCann"
ORG_DESCRIPTOR: "one of the largest world-wide agencies"
ORG_TYPE: COMPANY
<ORGANIZATION-9402240133-2> : =
ORG_NAME: "Interpublic Group"
ORG_TYPE: COMPANY
<ORGANIZATION-9402240133-3> :=
ORG_NAME: "PaineWebber"
ORG_TYPE: COMPANY
<ORGANIZATION-9402240133-4> :=
ORG_NAME: "Creative Artists Agency"
ORG_ALIAS: "CAA"
ORG_DESCRIPTOR: "the big Hollywood talent agency"
ORG_TYPE: COMPANY
ORG_LOCALE: Hollywood CITY
ORG_COUNTRY: United States
<ORGANIZATION-9402240133-5> : =
ORG_NAME: "Coca-Cola"
ORG_ALIAS: "Coke"
ORG_TYPE: COMPANY
ORG_LOCALE: Atlanta CITY
ORG_COUNTRY: United States
<ORGANIZATION-9402240133-6> : =
ORG_NAME: "Fallon McElligott "
•ORG_TYPE: COMPANY
<ORGANIZATION-9402240133-7> : =
ORG_NAME: "WPP Group"
ORG_TYPE: COMPANY
<ORGANIZATION-9402240133-8> : _
ORG_NAME: "J. Walter Thompson"
ORG_TYPE: COMPANY
<ORGANIZATION-9402240133-9> : =
ORG_NAME: "Ammirati & Purls"
ORG_DESCRIPTOR: "the agency with billings of $400 million "
/ "a quality operation"
ORG_TYPE: COMPANY
<ORGANIZATION-9402240133-10> : _
ORG_NAME: "New York Yacht Club"
ORG_TYPE: OTHER
<PERSON-9402240133-l> :=
PER_NAME: "John J. Dooner Jr . "
PER_ALIAS : "John Dooner"
"Dooner"
PER_TITLE: "Mr. "
<PERSON-9402240133-2> : =
PER_NAME: "Robert L. James"
PER_ALIAS : "James "
PER_TITLE: "Mr . "
<PERSON-9402240133-3> : =
PER_NAME: "Kevin Goldman"
<PERSON-9402240133-4> : _
PER_NAME: "Alan Gottesman"
<PERSON-9402240133-5> : _
PER_NAME: "Peter Kim"
<PERSON-9402240133-6> : =
PER_NAME: "Martin Purls"
	
289
SCENARIO TEMPLATE ANSWER KEY
FOR WALKTHROUGH ARTICLE
<TEMPLATE-9402240133-l> : _
DOC_NR: "9402240133 "
CONTENT: <SUCCESSION_EVENT-9402240133-1>
<SUCCESSION_EVENT-9402240133-2>
<SUCCESSION_EVENT-9402240133-3>
<SUCCESSION_EVENT-9402240133-l> : _
SUCCESSION_ORG: <ORGANIZATION-9402240133-l >
POST: "chief executive officer"
IN_AND_OUT: <IN_AND_OUT-9402240133-1>
<IN_AND_OUT-9402240133-2>
VACANCY_REASON: DEPART_WORKFORCE
COMMENT : "James out, Dooner in as CEO of
McCann"
/ "It's clear he's retiring from
this post, though it doesn't say so directly"
/ "This event could be collapsed
with SUCCESSION_EVENT-2 "
<SUCCESSION_EVENT-9402240133-2> : _
SUCCESSION_ORG: <ORGANIZATION-9402240133-l >
POST: "chairman"
IN_AND_OUT: <IN_AND_OUT-9402240133-3>
<IN_AND_OUT-9402240133-4>
VACANCY_REASON: DEPART_WORKFORCE
COMMENT : "James out, Dooner in as churn at
McCann"
<SUCCESSION_EVENT-9402240133-3> : _
SUCCESSION_ORG: <ORGANIZATION-9402240133-l >
POST: "vice chairman, chief strategy
officer, world-wide"
IN_AND_OUT: <IN_AND_OUT-9402240133-5>
VACANCY_REASON: OTH_UNK
COMMENT: "Kim in as vice chmn. . . at McCann"
<IN_AND_OUT-9402240133-1> : =
IO_PERSON: <PERSON-9402240133-2>
NEW_STATUS : OUT
ON_THE_JOB: YES
COMMENT: "James out as CEO"
/ "He steps down on July 1'"
<IN_AND_OUT-9402240133-2> : _
IO_PERSON: <PERSON-9402240133-l>
NEW_STATUS : IN
ON_THE_JOB: NO
OTHER_ORG: <ORGANIZATION-9402240133-l >
REL_OTHER_ORG: SAME_ORG
COMMENT: "Dooner in as CEO -- he comes
from same org"
<IN_AND_OUT-9402240133-3> :_
IO_PERSON: <PERSON-9402240133-2 >
NEW_STATUS: OUT
ON_THE_JOB: YES
COMMENT: "James out as chmn"
/ "This object is identical to
IN_AND_OUT-1"
/ "He will retire 'at the end of
the year' "
<IN_AND_OUT-9402240133-4> : _
IO_PERSON: <PERSON-9402240133-l>
NEW_STATUS: IN
ON_THE_JOB : NO
OTHER_ORG: <ORGANIZATION-9402240133-l>
REL_OTHER_ORG: SAME_ORG
COMMENT: "Dooner in as chmn -- comes from
same org"
/ "This object is identical to
IN_AND_OUT-2"
<IN_AND_OUT-9402240133-5> : _
IO_PERSON: <PERSON-9402240133-5>
NEW_STATUS : IN
ON_THE_JOB : YES
OTHER_ORG: <ORGANIZATION-9402240133-8>
REL_OTHER_ORG: OUTSIDE_ORG
COMMENT: "Kim in -- came from different
org (his position there is not mentioned) "
/ "It's clear he's on the job,
since he was hired some months earlier "
<ORGANIZATION-9402240133-l> : _
ORG_NAME : "McCann-Erickson "
ORG_ALIAS: "McCann"
ORG_DESCRIPTOR: "one of the largest world-
wide agencies "
ORG_TYPE : COMPANY
<ORGANIZATION-9402240133-8> : _
ORG_NAME : "J. Walter Thompson"
ORG_TYPE : COMPANY
<PERSON-9402240133-1> : _
PER_NAME : "John J. Dooner Jr. "
PER_ALIAS: "John Dooner"
"Dooner"
PER_TITLE: "Mr. "
<PERSON-9402240133-2> : _
PER_NAME: "Robert L. James"
PER_ALIAS : "James"
PER_TITLE: "Mr. "
<PERSON-9402240133-5> : _
PER_NAME: "Peter Kim"
290
