Mike Yershon was famously against the unbundling of media from creative but went on to eventually become a central figure in the building of Carat. He started his career in the dispatch department at Colman Prentice and Varley in 1959 before moving into the media department. Moving on to McCanns he was then later hired by CDP to lead their media team. While there he drove two major developments: the use of 48 sheet posters, and working with JWT, setting up a joint venture called Portland Outdoor Advertising to check up on poster sites. With a flair for media consultancy he founded Yershon Media Management in 1981 with the backing of Leo Burnett. A real innovator, he was also central in building the Carat brand which Aegis eventually brought in 1991.