PROFILE: Donna Wolfe

Nov 26, 2001  •  Post A Comment

Title: Executive VP and director of broadcast, Universal McCann.
Recent interesting deal: “You’ll have to watch `Malcolm in the Middle’ following Super Bowl XXXVI on Feb. 3 to see our most recent cutting-edge deal. While efficiency counts, imagination multiplies, and when the client [Sony Pictures Entertainment], the network and the agency are in synch, the results are groundbreaking.”
The next big thing: “The multiplexing of programming will be the norm rather than the exception. The networks can no longer ask their advertisers to foot the bill for higher production costs, so the suppliers will use multiplexing to amortize the cost. This is an outgrowth of not only economic realities but also a reflection of people’s evolving media-consumption patterns.”
Is there anything you wish you bought less of: “Pointed-toed shoes; they look great, but boy are they uncomfortable. Seriously, I cannot think of anything that was a major disappointment.
Is there anything you wish you bought more of: “Yes, Interpublic stock when it hit its low. IPG is a solid company with a strong future. The advertising economy is cyclical, and it is just a matter of time before it rebounds.
If you weren’t in media buying: I guess if I hadn’t gone into media buying, I probably would have been a teacher.”