Overdependence on a large client can prove devastating when that bread-and-butter client leaves. Yet more than a handful of shops continue to flirt with such danger either by circumstance or choice.

When British Airways and Unilever last week parked roughly $275 million in global billings at Bartle Bogle Hegarty, it was the latest illustration that size doesn't always matter. Thanks to media unbundling, technology and clients seeking strategic more than brand-management counsel, smaller, creatively driven global players such as the five-office BBH can not only compete against larger rivals, but thrive.

Ad Age selects and profiles the top magazines of the year.

It seems the industry has given up its pot-of-gold hunt for a silver bullet model to replace the ailing 80/20 ad-centric media plan. GroupM's big brain, Irwin Gottlieb, said at the Madison & Vine East event -- "there is no one size fits all model."

Just one month into the 2005-06 broadcast season, media buyers are expressing concerns about soft Friday-night ratings and that the networks might be considering making Friday night the next Saturday - where repeats rather than first-run programming rule the night.

NBC Universal may buy DreamWorks SKG after all. Two weeks after abruptly halting talks with NBC Universal, DreamWorks' owners received a counterproposal Friday from the General Electric Co.-owned studio, according to four sources close to the matter.

Advertising giant WPP Group is in the process of unwinding Red Cell, the hodgepodge of agencies it hoped to turn into a worldwide network. WPP, which formed Red Cell in 2001, was attempting to recreate the global reach of industry legends such as Ogilvy & Mather, JWT and Young & Rubicam.

Time is starting to run out for Howard Stern's old bosses. Just 11 weeks are left before Stern leaves K-Rock, his home for 20 years, and jumps to Sirius Satellite Radio - and station-owner Infinity still has not said who will replace him. Advertisers who've spent more than $100 million each year to buy "spots" on Stern's show are saying they aren't willing to buy time on a show they don't know.

Baby Bob may get a pink slip before he gets a chance to try the Quiznos subs he's been hawking since the Super Bowl. The privately held No. 2 sub chain has hired WPP Group's Ogilvy & Mather, Chicago, and plans to cut the baby talk as it gets serious about taking on No. 1 Subway Restaurants.

French advertising firm Publicis has decided against a friendly takeover of media buyer Aegis, according to the AFX newswire, sending shares in the UK firm 5.3 percent lower on Friday.