Chapter 19

There was so much to do now. Deep down, I also wanted revenge on my old boss, but my notice of P B & J’s new charter went out first under Erica Daimler and Countess Von Falberg’s names to invite current and prospective Ad firms and media providers to bid on various media modes. It was also to give them official notice that P B & J would, as of Jan 15, be solely responsible for the following: Mercedes-Benz, VW, Fiat, Fuji Heavy Industries, Mitsubishi, Continental Tyre, Honda, Toyota and the world wide introduction of the entire SMART II lines including those in China and Russia. Twenty-two million units a year and growing, by last count.

There was some method to our madness. The larger, more established ad agencies has multi-year contracts with TV, print and cable systems. The vast majority bought spot or random insertions and had standard fee structures established.

Our strategy was simple. We would place buy lists out combining all our clients needs into targeted and market segmented selections. As an agency we indicated that our fee structure allowed for a mark-up or rebate off the purchase price that was negotiated. The media firms could buy what they wanted but the rebate were to not exceed 5% and Oh, by the way, we would not accept ‘rack’ rates in any bid.

The risk was that many would not want to bid. The old 15% off ‘rack’ rates were making a lot of people in the industry rich. For us and our clients we discussed the possible risks and the delaying effects that could happen, especially in car centres like Detroit. Diane showed her true self once again with her statement, “If they don’t bid the way we like, we just buy them!”

That resulted in a war chest being created. Each client ‘contributed’ $100 per car or container. At 20 million plus a year, we would surprise a few then the rest should fall in-line. China and Mr. Chang noted if we ran short, they could invest a few more $ billion. No problem. Cable was our initial target. Giselle would buy SI and we would buy Geist and Pandora (Giselle’s company). We did not think Italy, Germany, Japan, China and Russia would be much of a problem. So we would start in North America. Ted thought there might be one or two media moguls to assist us. No print except SI and Golf, and no pulp vehicles, just TV and Cable. If the agencies had to get more than 5% well, the media providers could sell to us, it was a open and free market after all, wasn’t it?

We chose a neutral place to hold the meeting, Hong Kong. The Mandarin and Regency were booked up and would only house our combined staffs and invited guests and dignitaries. We would make sure the serfs knew if they wanted to work, it would be for us, now.