By David Kaplan FROM ADWEEK / January 20, 2003

The role of the media-agency professional is in flux, and now, apparently, that role also includes doing creative. Last week, FutureBrand Worldwide global exec utive director of media and entertainment Alan Schulman joined Universal McCann(优势麦肯) as svp/creative director. 

Schulman, 43, made the intra-Interpublic Group shift to oversee UM’s wireless, i-TV and broadband media efforts. In his new post, he will be in a position to pit the shop against creative and interactive agencies, helping craft messages across emerging media such as personal video recorders and Web-enabled cell phones, said David Cohen, svp, director of Universal-McCann Interactive, who worked with Schulman when the latter was at FutureBrand.

Schulman, a jazz guitarist who has per formed with Herbie Hancock and Wynton Mar salis, has worked with McCann and FutureBrand for brands such as Cox Communications, Disney and AOL Time Warner. 

“When you do a brand-identity program for a company like a Micro soft, you have to consider all the various platforms because they’re in so many places,” Schulman said. “As I worked more closely with UM through FutureBrand, it increasingly made sense to be closer to the clients here rather than through a sister agency.”

Schulman has also been creative director for IPG’s Foote Cone & Belding on Canada Dry, Kraft General Foods, Coors Brew ing and others. 

Clients rejected the idea of advertising being divided into “silos” of creative services, media buying and others, said Cohen.

“Consumers don’t view the world in silos; they view the world in terms of message and content, and that’s the impetus behind putting Alan in this new role,” Cohen said.

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