AD AGE SPECIAL REPORT: WOMEN TO WATCH: EFFECTIVE USE OF 'CORRIDOR' A DIRECT SUCCESS AT MCCANN: AT O&M FOR 17 YEARS

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Late last year, McCann-Erickson Worldwide decided to build an agency "corridor" devoted to relationship marketing that would triple direct billings globally from $55 million in 1996 to $170 million and build a stronger global infrastructure to handle the increased work.

High-profile hire Stanley Rapp joined the agency in November as chairman-CEO of the new McCann Relationship Marketing WorldGroup, which oversees McCann Direct.

But the MRM unit's up-and-coming name is from the agency's North American operations: Pamela Maphis Larrick.

As exec VP-managing director for North America, she's doubled domestic direct business and made major contributions to the agency's global strategic planning. With Mr. Rapp leading the global direct-marketing unit, Ms. Larrick will have a major role in managing direct clients' global accounts.

After stints in politics and even public TV, Ms. Larrick joined Ogilvy & Mather Worldwide, where she spent 17 years as an account exec and moved to senior VP-managing director before joining McCann in 1994.

"Within two years she's doubled our direct business in the United States and brought some talented people into the fold for direct marketing and database

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