D'ARCY APPOINTS SMITH TO HEAD ITS MAJOR OFFICES; EXECUTIVE FROM AMMIRATI 'KEY' PART OF SHOP'S TOP-LEVEL TEAM

By Published on .

In an effort to bulk up both its new business and client connections, D'Arcy Masius Benton & Bowles has added a top-level manager to its North American team.

Lance Smith, 43, will become president of D'Arcy's New York, St. Louis and Canadian offices. Previously, he was president of multinational clients at Ammirati Puris Lintas, New York.

In the newly created role, Mr. Smith will be responsible for reeling in new business as well as overseeing current clients.

Marketers such as Coca-Cola Co., Mars Inc., Pillsbury Co. and Procter & Gamble Co. now fall under his watch.

The new management layer comes four months after the agency created a trans-Atlantic team and rebranded itself as "D'Arcy" worldwide. Mr. Smith will report to the co-heads of that team -- Susan Gianinno and John Farrell.

The tapping of Mr. Smith is just one of many structural and management changes D'Arcy has made in the last year.

In September 1998, it created a Brand Optimization Unit to work on client projects including corporate identity and brand audits. D'Arcy also boosted its new-business outreach this year, and has reeled in clients including Capitol One Financial Corp. and Ernst & Young.

PART OF A BROADER PLAN

"This is part of a broader plan we have for the agency going forward," Mr. Farrell said. "Our ambitions are to go further and faster, and to do that, we need to have the right people on our team."

Mr. Farrell and Ms. Gianinno said they now want to strengthen their European management structure.

"There will be more changes down the track," Mr. Farrell said. "This is the first of major key changes, but this is key with a capital K."

With this shift, New York Managing Director Carol Schuster will shed that title and fully transition over to the P&G account. She took on the role of worldwide group director on P&G in March.

The managing directors of D'Arcy's Canadian and St. Louis offices will retain their positions.

GET MORE INVOLVED

A main initiative is to get top management more involved with client issues.

"We're putting all of our top management talent [so they are] directly involved with clients," said Ms. Gianinno. "Lance will definitely play a role in overseeing and engaging those clients."

While at Ammirati, Mr. Smith kept watch over such marketers as Goldman, Sachs & Co., Johnson & Johnson, Lego Systems and Nestle USA.

"My philosophy is that the healthiest agencies are those that are incredibly

In this article:
Most Popular