On bringing in new tools: Our investments will be in terms of internalising unique media tools for planning and buying, and these would come to India in the first half of the year 2000. Two big new tools-`NeuralNetworks' for forecasting capability, and `Media in Mind' for research projects-are being added to the existing tools of Mediography, Autobiography and pictography. All the additional tools would give us extra leverage when dealing with our customers. We will be the first agency to have such a set of tools at our disposal.

On Neural Network forecasting: This is a modeling technique that enables better forecast sales response to all marketing activity; forecast awareness levels; and calculation of optimum media weights and schedules. These techniques will allow UM to work with a large cross-section of clients primarily to better understand and quantify their returns on investment (ROI). UM currently has two Neural Network hubs based in London and Sydney, and will roll them out further. Several new proprietary tools that UM is developing also utilise neural network applications.

On Media-in-Mind: A single-source research survey, this tool combines the measures of mood, mindset and activitywith media and product consumption. It not only provides rich market data to truly understand and quantify consumers, media, product and daily activities, but its findings have also been captured in global and regional databases. It is the largest ongoing commitment by any agency to proprietary research and by year-end will embrace 30 countries and an investment of over $ 2.5 million.

On Media-Neutral Mixology: The tool is designed to assist at the very beginning of the marketing process by driving the initial allocation of total marketing funds. It assists in maximising the allocation of funds across advertising, events, direct, promotion etc dependent on individual brand objectives.

On the Universal McCann USP: As opposed to those who think media should be unbundled and offered as a separate specialisation, we hold that media is a core driver and actual influencer of how people form attitudes and make buying decisions about products. Thus, an integrated package of professional marketingcommunications services-media, strategy and creative-is optimally required to address the needs of consumers within the context of an increasingly complex communications environment.

This is where we differ from our major competitors who hold that media comes after communications planning and creative development. And that media can be ultimately separated from other communication thinking and development.

Yes, we have many media-only clients for whom our mission is to maximise clout and efficiency through the highest analysis and delivery capabilities. But we do not believe that this is the only or even the best way in which media adds value to our clients' needs. Our goal is to cull the media and audience insights from the marketplace and maximise its contribution to the overall brand plan. This integral involvement with the key developments of communication strategy, can ensure that media understanding, knowledge and insights are fed into strategic and creative development.