• by Joe Mandese , August 18, 2004

Tony Jarvis, the influential and highly visible chief research officer of MediaCom US, is out as part of a staff reduction at the agency, MediaDailyNews has learned. Jarvis, a sometimes larger-than-life character on the typically staid media research scene, apparently was the senior-most victim yet of some agency belt-tightening following MediaCom's loss of Procter & Gamble's media planning assignment.

Jarvis, who is known for his jocular wit and passion for rigorous research methodology, has been one of the most vocal industry champions for advancing the state of media research, including the development of passive electronic audience measurement systems, such as Arbitron's portable people meter and new outdoor measurement systems being developed by Nielsen and Arbitron that utilize global positioning satellite technology. He has also been a strong advocate of advances in print audience measurement and circulation audit practices.

Jon Mandel, chairman of MediaCom, declined to comment on Jarvis' departure, but said the agency is exploring several options following his departure. Recently, MediaCom named Barry Martin to serve as global director of knowledge, but it was not clear whether his duties would also encompass oversight of MediaCom's media research operations.