What's an ad agency CEO to do if, during his first year on thejob, the company loses two of its biggest accounts and has to shutterone of its important branch offices?
For Jerry J. Siano, chairman and chief executive officer of N WAyer Inc., the answer is to develop a new corporate positioning tostimulate the troops. Today, at the privately held ad agency'sshareholders' meeting, Siano will introduce a system he is calling"Stretch," designed to be the company's new modus operandi.
Siano, the first Ayer chief executive to come from the creativeside of the ad business, is putting increased emphasis on theadvertising output. For every campaign, Siano explained in …
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