John Banks - Chairman, Young and Rubicam - If the primary need is security and belonging we call the groups Mainstreamers, if it's status and the esteem of others then it's Aspirers, if it's control it's Succeeders, and if it's self-esteem it's Reformers.
And this new marketing culture began to take over the institutions previously dominated by attrition elite, particularly the world of journalism. The assault was led by the profession of public relations. In the past PR had been seen as seedy and corrupt, but now it became a glamorous business promoting products and celebrities. And one of the rising stars was another member of the Freud family, Matthew Freud, the son of the liberal MP (Member of Parliament) Clement. What Freud and other PRs realized was that they could use their celebrities as levers to infiltrate their advertising into the editorial content of newspapers. The newspapers were offered exclusive interviews with celebrities but only if they also agreed to mention products made by Freud's corporate clients in terms dictated by the company.