1
 Just five months after Ogilvy Group was swallowed up in an unsolicited takeover, 
5002
circumstance

2
Kenneth Roman, Ogilvy's chairman and chief executive officer, said 
5001
attribution

3
he is leaving 
5001
span

4
to take a top post at American Express Co. 
3
purpose

5
 Mr. Roman, 59 years old, abruptly announced 
5006
attribution

6
he will leave the venerable ad agency, 
5005
span

7
whose largest client is American Express, 
6
elaboration-additional-e

8
to become American Express's executive vice president for corporate affairs and communications.
5005
purpose

9
 He will succeed Harry L. Freeman, 57, 
5007
span

10
who has said 
11
attribution

11
he will retire in December.
5008
span

12
 Mr. Freeman said in August 
5011
attribution

13
that he would retire by the end of this year 
5011
span

14
to take executive responsibility for an embarrassing effort
5012
span

15
 to discredit banker Edmond Safra.
14
elaboration-object-attribute-e

16
 American Express representatives apparently influenced the publication of unfavorable articles about Mr. Safra.
5017
Sequence

17
 The company later apologized 
5015
List

18
and agreed to make $8 million in contributions to charities 
5016
span

19
chosen by him.
18
elaboration-object-attribute-e

20
 Although Mr. Freeman is retiring,
21
concession

21
 he will continue to work as a consultant for American Express on a project basis.
5074
span

22
 Ad industry executives weren't surprised by Mr. Roman's decision 
5020
span

23
to leave Ogilvy.
22
elaboration-object-attribute-e

24
 The agency, under his direction, bitterly fought a takeover attempt by WPP Group PLC of London 
5022
span

25
before succumbing in May.
24
temporal-before

26
 And 
5026
Same-Unit

27
although Mr. Roman and WPP's chief executive, Martin Sorrell, have gone out of their way 
5024
span

28
to be publicly supportive of each other, 
27
purpose

29
people close to Mr. Roman say 
30
attribution

30
he was unhappy giving up control of the company.
5027
span

31
 Some executives also cite tension 
5030
span

32
because of efforts by Mr. Sorrell, a financial man, 
5031
span

33
to cut costs at the agency.
32
elaboration-object-attribute-e

34
 Mr. Roman will be succeeded as the head of Ogilvy's flagship ad agency, Ogilvy & Mather Worldwide, by Graham Phillips, 50, 
5033
span

35
who had been president of North American operations 
5032
List

36
and who, like Mr. Sorrell, is British.
5032
List

37
 Alexander Brody, 56, will take on the newly created position of president of the world-wide agency and chief executive of its international operations.
5036
span

38
 He had been president of the international operations.
37
background

39
 Mr. Roman also had overseen Ogilvy Group's two other units, the Scali McCabe Sloves advertising agency and its research division, 
5037
Contrast

40
but those units will now report directly to WPP.
5037
Contrast

41
 Mr. Roman appears custom-made for the American Express job.
5040
span

42
 Known as a traditional executive, 
43
elaboration-additional-e

43
he is very much in the conservative American Express mold.
5039
span

44
 Moreover, after 26 years at Ogilvy he had honed a reputation 
5041
span

45
for being squeaky-clean and a straight arrow 
44
elaboration-object-attribute-e

46
-- which can only help American Express in the wake of the Safra incident. 
5041
evaluation-s-e

47
He also is close to American Express's chairman and chief executive officer, James D. Robinson III.
5046
span

48
 Aside from working with Mr. Robinson on the American Express advertising account for about 11 years, 
49
elaboration-additional

49
Mr. Roman serves on several of the same charities and boards as Mr. Robinson.
5045
span

50
 The abrupt management change sparked widespread speculation 
5047
span

51
that Mr. Roman had been pushed out of Ogilvy's top spot by Mr. Sorrell.
50
elaboration-object-attribute-e

52
 But Mr. Roman flatly denied the speculation, 
5189
span

53
saying 
5052
attribution

54
Mr. Sorrell had tried several times to persuade him to stay, 
5052
span

55
offering various incentives 
5053
List

56
and in one instance sending a note with a case of wine 
5054
span

57
(The wine, naturally, was Seagram's brand, an Ogilvy client). 
56
elaboration-general-specific-e

58
He asked me not to resign.
5190
span

59
 The implication 
5056
span

60
that I was pushed aside 
59
elaboration-object-attribute-e

61
wouldn't be accurate, 
5057
Same-Unit

62
Mr. Roman said.
5057
attribution

63
 Mr. Sorrell, 
5060
span

64
traveling in the Far East,
63
elaboration-additional-e

65
 couldn't be reached.
5061
Same-Unit

66
 Mr. Roman said 
67
attribution

67
American Express's Mr. Robinson first approached him about the job in late September.
5063
span

68
 According to industry executives, 
69
attribution

69
Peter Sutherland, a former European Community commissioner from Ireland, was also a serious contender for the American Express job.
5064
span

70
 Although it ultimately wasn't offered to him,
71
concession

71
 he will be on retainer to American Express as an adviser on international matters.
5067
span

72
 After talking on and off for the past four weeks, 
5069
span

73
Mr. Roman said, 
72
attribution

74
he agreed to take the job 
5071
span

75
because it's the right time,
5072
List

76
 it's a terrific opportunity,
5072
List

77
 and I think 
78
attribution

78
I leave the company in very strong hands. 
5073
span

79
It was my decision, not anyone else's.
5078
span

80
 Mr. Roman also brushed aside reports about infighting between him and Mr. Phillips, his successor at Ogilvy.
5085
span

81
 The two executives could hardly be more different.
5191
span

82
 Mr. Roman comes across as a low-key executive; 
5081
Contrast

83
Mr. Phillips has a flashier personality.
5081
Contrast

84
 During time off, Mr. Roman tends to his garden; 
5083
Contrast

85
Mr. Phillips confesses to a fondness for, among other things, fast cars and planes.
5083
Contrast

86
 Industry executives say 
5088
attribution

87
that 
5088
Same-Unit

88
although the two executives used to clash more frequently,
89
antithesis-e

89
 the WPP takeover brought them closer together.
5192
span

90
 I'm the guy 
5089
span

91
who made him head of New York, head of the U.S., president of North America,
5090
List

92
 and recommended him {to Mr. Sorrell} as my successor.
5090
List

93
 Would I have done all those things successively 
5091
span

94
if I didn't think 
95
attribution-n

95
he was the right guy?
5097
span

96
 Mr. Roman asked.
5091
attribution

97
 He labeled reports of friction ridiculous, 
5098
List

98
and said 
99
attribution

99
that he spent part of the weekend on Mr. Phillips's boat in Connecticut.
5096
span

100
 Mr. Roman will oversee American Express's public relations and government affairs, among other things, 
5104
span

101
but he won't be involved in its advertising, 
5105
span

102
which is handled by the operating units. 
101
elaboration-additional-e

103
I consider this a second career, 
5106
span

104
he said.
103
attribution

105
 He also will sit on the company's corporate planning and policy committee, 
5108
span

106
made up of the top corporate and operating executives.
105
elaboration-set-member-e

107
 Mr. Roman's departure isn't expected to have any enormous repercussions at Ogilvy.
5117
span

108
 American Express, Kraft General Foods, and Mattel executives said 
109
attribution

109
the move won't affect their relationships with the ad agency.
5112
span

110
 General Foods's relationships with its agencies are based on the agencies' work,
5114
Sequence

111
 and will continue to be, 
5114
Sequence

112
said David Hurwitt, a vice president of Kraft General Foods.
5114
attribution

113
 But some clients and analysts expressed concern 
5118
span

114
that Mr. Phillips isn't as well-known to many clients.
113
elaboration-object-attribute-e

115
 Ken was my key contact, 
5119
span

116
said J. Nicholas Hahn, president and chief executive officer of Cotton Inc., 
5120
span

117
which represents cotton producers.
116
elaboration-additional-e

118
 I don't know {Mr. Phillips} all that well. 
5124
span

119
I haven't seen or talked to him in several years.
118
elaboration-additional

120
 And some analysts questioned 
5128
attribution-n

121
whether Mr. Phillips would have the skills 
5127
span

122
Ogilvy needs 
121
elaboration-object-attribute-e

123
to turn the agency around.
5127
elaboration-object-attribute-e

124
 While the agency has done well in many parts of the world,
5134
antithesis

125
 its flagship New York office has had a dismal track record recently; 
5134
span

126
it has won few new accounts 
5132
Temporal-Same-Time

127
while losing big ones,
5133
span

128
 including Maxwell House.
127
example

129
 I think 
130
attribution

130
{Mr. Phillips} is going to need some help. 
5135
span

131
I think 
132
attribution

132
they need creative leadership,
5136
span

133
 and I don't think
134
attribution-n

134
 they have it,
5137
span

135
 said Emma Hill, an analyst with Wertheim & Co.
5138
attribution

136
 Ogilvy & Mather's top creative executive, Norman Berry, left the agency earlier this year.
5142
background

137
 Norm Berry was a creative inspiration at the company,
5142
Contrast

138
 and nobody has filled that void, 
5142
Contrast

139
said Ms. Hill.
5141
attribution

140
 But other analysts said 
141
attribution

141
that having Mr. Phillips succeed Mr. Roman would make for a smooth transition.
5145
span

142
 Graham Phillips has been there a long time,
5147
List

143
 knows the culture well,
5147
List

144
 is aggressive, 
5147
List

145
and apparently gets along well with Mr. Sorrell,
5147
List

146
 said Andrew Wallach, an analyst with Drexel Burnham Lambert.
5147
attribution

147
 It's probably a reasonable transition.
5153
List

148
 Hopefully, he'll be the answer to the problems 
5151
span

149
they've had in New York. 
148
elaboration-object-attribute-e

150
 Sale of Saatchi Unit Close 
5168
TextualOrganization
Title
151
 Computer Sciences Corp., El Segundo, Calif., said 
5157
attribution

152
it is close to making final an agreement 
5157
span

153
to buy Cleveland Consulting Associates from Saatchi & Saatchi 
152
elaboration-object-attribute-e

154
 Computer Sciences wouldn't disclose the proposed purchase price for Cleveland Consulting, 
5158
span

155
which counsels companies on logistics and supply.
154
elaboration-additional-e

156
 But David Lord, managing editor of Consultants News, an industry publication 
5159
span

157
based in Fitzwilliam, N.H., 
156
elaboration-object-attribute-e

158
said 
5160
Same-Unit

159
an industry standard would suggest a purchase price of between one and two times Cleveland Consulting's approximately $15 million annual revenue.
5161
span

160
 Both Saatchi & Saatchi,
5163
span

161
 which announced its intention
5164
span

162
 to sell off most of its consulting business in June,
161
elaboration-object-attribute-e

163
 and Cleveland Consulting declined to comment on the proposed sale.
5165
Same-Unit

164
 Ad Notes. . . . 
5183
TextualOrganization
Title
165
 NEW ACCOUNT: 
5172
TextualOrganization
SectionTitle
166
AmBase Corp., New York, awarded the ad account for its Home Insurance Co. unit to Biederman, Kelly & Shaffer, New York.
5170
span

167
 Billings weren't disclosed. . . . 
166
elaboration-additional

168
Puerto Rico Telephone Co. awarded its $3 million account to West Indies & Grey, Grey Advertising's office in Puerto Rico.
5171
List

169
 DIET COKE: 
5181
TextualOrganization
SectionTitle
170
Coca-Cola Co. yesterday said 
5174
attribution

171
singer Elton John signed 
5174
span

172
to appear in an ad for Diet Coke. 
171
purpose

173
Details of the commercial, 
5175
span

174
which will be part of the brand's 1990 advertising campaign, 
173
elaboration-additional-e

175
weren't disclosed.
5177
Same-Unit

176
 Mr. John becomes the latest of many music stars, 
5178
span

177
including George Michael and Whitney Houston, 
176
example-e

178
to appear in ads for the diet drink.
5178
elaboration-object-attribute-e

5001
span
5002
span

5002
span
5003
span

5003
span
5185
span

5004
span
5186
span

5005
span
5006
span

5006
span
5004
span

5007
span
5013
span

5008
span
9
elaboration-additional-e

5009
span



5010
span
5102
span

5011
span
5010
span

5012
span
13
reason

5013
span
5019
span

5014
span



5015
multinuc
5017
Sequence

5016
span
5015
List

5017
multinuc
5010
background

5018
span



5019
span
5004
elaboration-additional

5020
span
5023
span

5021
span



5022
span
5029
List

5023
span
5185
interpretation-s

5024
span
5025
antithesis

5025
span
5028
span

5026
multinuc
5029
List

5027
span
5025
span

5028
span
5026
Same-Unit

5029
multinuc
5020
explanation-argumentative

5030
span
5029
List

5031
span
31
explanation-argumentative

5032
multinuc
34
elaboration-additional-e

5033
span
5035
Temporal-Same-Time

5034
multinuc
5038
span

5035
multinuc
5034
Sequence

5036
span
5035
Temporal-Same-Time

5037
multinuc
5035
Temporal-Same-Time

5038
span
5077
span

5039
span
5043
List

5040
span
5034
evaluation-s

5041
span
5044
span

5042
span
5043
List

5043
multinuc
41
explanation-argumentative

5044
span
5042
span

5045
span
47
explanation-argumentative

5046
span
5043
List

5047
span
5048
Contrast

5048
multinuc
5038
elaboration-additional

5049
span



5050
span



5051
span



5052
span
5188
span

5053
multinuc
54
means

5054
span
5053
List

5055
span



5056
span
5057
Same-Unit

5057
multinuc
5058
span

5058
span
5189
elaboration-additional

5059
span
5062
span

5060
span
5061
Same-Unit

5061
multinuc
5059
antithesis

5062
span
5076
span

5063
span
5065
Temporal-Same-Time

5064
span
5065
Temporal-Same-Time

5065
multinuc
5067
background

5066
span



5067
span
5068
span

5068
span
5075
Sequence

5069
span
5071
temporal-after

5070
span
79
summary-n

5071
span
5070
span

5072
multinuc
74
reason

5073
span
5072
List

5074
span
5013
elaboration-additional

5075
multinuc
5062
elaboration-additional

5076
span
5079
List

5077
span
5110
span

5078
span
5075
Sequence

5079
multinuc
5048
Contrast

5080
span



5081
multinuc
5084
List

5082
span



5083
multinuc
5084
List

5084
multinuc
81
example

5085
span
5103
span

5086
span
5095
span

5087
span



5088
multinuc
5086
span

5089
span
5093
span

5090
multinuc
90
elaboration-object-attribute-e

5091
span
5094
span

5092
span



5093
span
5099
List

5094
span
5089
rhetorical-question

5095
span
5085
interpretation-s

5096
span
5098
List

5097
span
93
condition

5098
multinuc
5099
List

5099
multinuc
5086
evidence

5100
span



5101
span
5034
Sequence

5102
span
5007
circumstance

5103
span
5079
List

5104
span
5107
span

5105
span
100
antithesis

5106
span
5104
interpretation-s

5107
span
5109
List

5108
span
5109
List

5109
multinuc
5077
elaboration-additional

5110
span
5111
span

5111
span
5169
Topic-Shift

5112
span
5116
List

5113
span



5114
multinuc
5115
span

5115
span
5116
List

5116
multinuc
107
elaboration-additional

5117
span
5130
Contrast

5118
span
5193
span

5119
span
5122
List

5120
span
115
attribution

5121
span



5122
multinuc
5118
example

5123
span



5124
span
5122
List

5125
span



5126
span
5129
List

5127
span
5128
span

5128
span
5126
span

5129
multinuc
5130
Contrast

5130
multinuc
5110
evaluation-s

5131
span
5140
span

5132
multinuc
125
evidence

5133
span
5132
Temporal-Same-Time

5134
span
5131
span

5135
span
5138
List

5136
span
5138
List

5137
span
5138
List

5138
multinuc
5139
span

5139
span
5144
span

5140
span
5129
List

5141
span
5143
span

5142
multinuc
5141
span

5143
span
5139
explanation-argumentative

5144
span
5131
interpretation-s

5145
span
5154
span

5146
span



5147
multinuc
5148
span

5148
span
5145
explanation-argumentative

5149
span



5150
span



5151
span
5153
List

5152
span



5153
multinuc
5154
conclusion

5154
span
5194
span

5155
span



5156
span
5167
span

5157
span
5156
span

5158
span
5162
Contrast

5159
span
5160
Same-Unit

5160
multinuc
159
attribution

5161
span
5162
Contrast

5162
multinuc
5166
Contrast

5163
span
5165
Same-Unit

5164
span
160
elaboration-additional-e

5165
multinuc
5166
Contrast

5166
multinuc
5156
summary-n

5167
span
5168
TextualOrganization
Text
5168
multinuc
5184
Topic-Shift

5169
multinuc



5170
span
5171
List

5171
multinuc
5172
TextualOrganization
SectionText
5172
multinuc
5182
List

5173
span
5176
span

5174
span
5173
span

5175
span
5177
Same-Unit

5176
span
5180
span

5177
multinuc
5173
elaboration-additional

5178
span
5179
span

5179
span
5176
elaboration-additional

5180
span
5181
TextualOrganization
SectionText
5181
multinuc
5182
List

5182
multinuc
5183
TextualOrganization
Text
5183
multinuc
5184
Topic-Shift

5184
multinuc
5169
Topic-Shift

5185
span
5101
span

5186
span
5003
elaboration-general-specific

5187
span



5188
span
58
summary-n

5189
span
5059
span

5190
span
52
manner

5191
span
80
evaluation-s

5192
span
5088
Same-Unit

5193
span
5129
List

5194
span
5130
Contrast

