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This exercise in undervaluing radio will be a PR disaster for MIX and a field day for rival sales forces. You can hear rival reps discussing options with clients now:
Something along the lines of ... "MIX Sydney has such a low view of creativity in commercials it has now put a dollar amount on it - zero. Or has MIX Sydney only just now realised the true market value of its spots?"
If this is the best Rosso can come up with, it's easy to see why management had to move him out of breakfast.