The company, which has mainly relied on direct marketing in Britain, is looking for an agency to help it move "out of the techie and into the consumer era," Mr. Lawson said. "Our product/service is changing radically in the next six months." A decision will be made at the end of September.
Any new agency would have to be technologically up to speed. "It is amazing how many agencies you can stop in mid-pitch by asking them to e-mail a response," Mr. Lawson said.
No European marketing initiative is possible at the moment, as all the markets are at different stages of development. Mr. Lawson joined the company from CD-ROM production company EMG, where he was group marketing director. He was previously managing director of Matador, the through-the-line subsidiary of London agency Simons Palmer Clemmow Johnson, and before that, chief executive at AMC, a second network to TBWA, where he opened nine new agencies across Europe.
Copyright August 1996 Crain Communications Inc.