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As N.W. Ayer & Partners embarks on a global expansion plan, the agency has tapped Julian Boulding as president of its fledgling international division.

Mr. Boulding's charge is to work with Ayer's two global clients-Continental Airlines and KitchenAid-while building the agency's international network.


Ayer began its international expansion earlier this year by setting up an office in Frankfurt to support KitchenAid in Europe. Winning Continental's global account this past summer, estimated at $15 million, was another incentive to push overseas growth.

"We aim to be a global company-that is our vision," said Mr. Boulding, previously international director of client services at Salles DMB&B Brazil, Sao Paolo. Mr. Boulding will be based in London, reporting to Ayer President-CEO Mary Lou Quinlan.

"My job is to set up Ayer offices in a number of key cities in the world," he said; Frankfurt and London will be the first new international offices. Mr. Boulding said the agency will set up offices in strategic locations, including Paris, Tokyo, Japan, Hong Kong, Sao Paulo and Mexico City.

Ayer previously had an international network, but began selling off those interests in the late 1980s due to a need for cash and fractious relations with local managers.

"The support of the Mac-Manus Group makes this poss-ible," said Ms. Quinlan, add-ing that parent MacManus will "help to deter-mine the right acquisitions and help to finance them." MacManus Group, also parent to D'Arcy Masius Benton & Bowles, acquired Ayer last year.


Mr. Boulding said Ayer will build the network strategically.

"It's not Ayer's style to take whatever client that it can if it adds a buck to the bottom line. You look for a client where there is a good chemistry and a good fit," he said.

Ayer's U.S. client roster includes Procter & Gamble Co., Avon Products, General

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