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Mike Yershon
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Mike has always believed the key way to make a difference to an industry is fresh thinking. In the last 25 years these are the major innovations he introduced to the media advertising business. Persuading the television companies to change the spot lengths used in UK commercial television from 15/30/45/60 seconds to 20/30/40/50/60 seconds. CDP, where Mike was Media Director, gained the Centralised Media Buying for Reckitt and Colman It was one of the first centralisations and Mike asked the client to request their creative agencies to alter their commercials to these lengths. He then invited all the TV channel sales directors into CDP to compare the two approaches. The demonstration clearly showed the new system was much better for the industry. Buying all available 48 sheet poster sites in the UK for the launch of the Ford Capri. This was an unprecedented step. Then he revitalised the outdoor medium by forming Portland Outdoor (jointly owned by CDP and J Walter Thompson) where he was chairman and the JWT media director sat on the board. Buying all the advertising time available round the film, Jaws, after he persuaded CDP’s creative people to turn their TV commercials into cinema versions. Launching the UK ’s first specialist strategic media consultancy, Yershon Media Management, was for several years the only agency of its kind. When sold to TMDH, it had a fee income of £1 million per year and a long list of the world’s largest advertisers as clients. CLIENTS HAVE INCLUDED THE FOLLOWING: -
Inventing
the idea of live League football as a way of increasing revenue to clubs.
Mike was appointed an advisor to the commercial sub committee of the Football League. This was well before the Premiership was invented. He came up with the suggestion that games should be taken out of the Saturday afternoon fixture list and run on Friday nights and Sunday afternoons and split between BBC and ITV. Adlab was invented by Mike to help Central Television increase their share of ITV revenue. At the time Central was taking 11% of net ITV revenue. Within two years this share had grown to 16%. Adlab was the UK’s first large scale consumer research panel offering added value to advertisers and agencies by measuring four weekly purchase of brands and linked to panel members’ frequency of exposure to commercials. The idea still carries on to this day and the research company selected by Mike offers the service to the market under a new brand name. Contact Mike at mikeyershon@commercialtelevision.biz
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