A quest to be more than a conflict shop: PHD has restuctured at the top and won enough new business to soften the blow from Chrysler.(Media)

NEW YORK Scott Hagedorn, CEO of Omnicom media agency PHD U.S.A., was huddling with the key members of his buying and activation teams last week to prepare for the upfront market, which officially kicks off this week.

For Hagedorn, the key objectives include securing as many digital assets as possible as part of the broader development of activation programs created for specific client brands and TV programs. ,Mid while the networks love to talk up their new shows and schedules, Hagedorn also wants his team to do more "brand briefing" on behalf of clients at the upfront negotiating table. "It's not about [the networks], it's about us," he said. "One of the things I'm most excited about is driving 360 activations into the upfront."

For Hagedorn, helping his team craft this year's upfront strategy is just the latest challenge in what has been a hectic six months since he took over the helm of PHD at the beginning of the year. …

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