CHAIRMAN JOB CAPS HOPP'S CAREER AT CAMPBELL-EWALD: MORE ATTENTION TO INT'L ABILITIES IS AMONG GOALS OF NEW CHIEF AT CHEVY AGENCY

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Stick-to-it-ness has paid off for Tony Hopp, who after spen-ding his entire career at Campbell-Ewald ushered in 1997 as the new chairman of the Warren, Mich., agency and sister shop C-E Communications.

Mr. Hopp succeeds Richard O'Connor, retiring after 40 years with the agency.

The new chairman credits candidness with clients as their counselor as a key in his rise to the top.

"Throughout every one of my assignments, I tried to put the clients' perspective first and organize or mobilize our resources against that," Mr. Hopp said.

One of the first things Mr. Hopp did in his new job was to meet with the entire staff of both agencies to outline what he dubbed his "chairman's vision."

10 INITIATIVES FOR AGENCY

He offered about 10 initiatives, hammered out with the collaboration of other senior executives.

"One of the initiatives . . . is a conceptual global strategy, based on the international needs of our clients that enhances the international abilities we have," he said.

Neither shop is a global stand-alone agency; they mainly use sister Interpublic Group of Cos. agency Lintas Worldwide when global work calls, Mr. Hopp said.

General Motors Corp.'s Chev-rolet is the biggest client of both Campbell-Ewald and C-E Communications, a direct marketing, new-media and custom publishing operation. But they also work globally for GM's Delco Electronics and non-GM Delta Faucet Corp. The shops had combined 1995 gross income of $109.8 million.

Among his other initiatives: to enhance the knowledge and skills at the agencies using senior managers and outside trainers; win new clients and grow the business; standardize the planning and development process; and gain more recognition for creative excellence.

For Mr. Hopp, every decision is "based on doing the right thing, not pleasing someone today or a political decision," said Bill Ludwig, vice chairman-chief creative officer, who has worked with Mr. Hopp for a decade.

JOINED AGENCY IN '68

Mr. Hopp, now 51, joined Campbell-Ewald in 1968 as an assistant account exec on Ex-Cell-O's industrial and computer products and Pure-Pak milk cartons. From 1970 to '75, he served on various non-car accounts.

In 1975, as a VP-account supervisor, he relocated to Phoenix, to open an office for the Ramada Inns account. As VP-senior account supervisor, he joined the Chevy account in 1977, responsible for small cars. He's stayed on the account since then, becoming a senior VP in 1981 and exec VP in 1988.

Mr. Hopp was named president in 1993 and vice chairman-chief operating officer in 1995. Last summer, he was named CEO.

He gave credit to Mr. O'Connor for creating a "great base to build on." An important part of Mr. O'Connor's legacy, Mr. Hopp added, "was to have a seamless succession of leadership."

Lou Schultz, president of C-E Communications, noted that Mr. Hopp "will put a major emphasis on new business and has a much more aggressive management style than Mr. O'Connor. He's a tremendous advertising guy."

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