The New York interactive agency hired Ms. Fantom as president-CEO in November to spearhead its Web strategy and integrate that with direct marketing precepts.
With more than 20 years of direct marketing experience, Ms. Fantom said she knows the importance of assessing return on investment.
"I'm relentless about asking of projects, `What's the objective here?'*" she said.
That's valuable expertise to K2, an agency that wants to help its clients not only create Web sites and online advertising, but also measure the effectiveness of those sites and campaigns.
K2's resume boasts nearly six years' worth of multimedia campaigns, Web sites, brand positioning and banner advertising for clients such as Sony Online Entertainment, Bayer Aspirin and Standard & Poor's.
For Ms. Fantom, the post at K2 marked a significant next step in her career path.
"In the past few years, I had become increasingly interested in digital marketing and I wanted to participate in what was happening in the digital world," Ms. Fantom said.
FOCUS NOW ON DISTRIBUTION
"A year ago, the focus was on how to position a brand online. Now the Web is being seen as a distribution channel," she said.
Ms. Fantom succeeds David Centner, who had been chairman-CEO at K2 and in September took a position as president-CEO of FrenchToast.com, a kids' clothing retail site. Matthew de Ganon now is executive chairman at K2.
Ms. Fantom, who was CEO of direct marketing agency Lowe Fox Pavlika (formerly Lowe Direct) before coming to K2, spent more than 15 years at Draft Worldwide, first in Chicago and later in New York, where in 1982 she opened its Manhattan office.
While at Draft, Ms. Fantom developed direct marketing campaigns for healthcare, telecommunications and financial services organizations. Her client list included Ameritech Corp., Campbell Soup Co., Fidelity Investments and HBO.
"I had the opportunity to participate in the very dramatic growth in direct marketing as a marketing approach, be it with direct-response TV, direct mail or Web sites," she said.
Now she's participating in the dramatic growth in digital marketing, convinced the future of direct marketing is on the Internet.
"In the last few years, there's been a big push from companies to have a Web site-but it's important for them to understand what the site and related digital marketing can really do for their business," Ms. Fantom said, whose role is to help clients build and maintain relationships with their customers.
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"What we can do now on a Web site is understand in real time what a customer's preferences are. That will require us to be more proactive in helping our clients set objectives and identify what they want to do and what they can do through digital marketing," she said. "To do that, we'll blend a direct marketing approach with the digital medium.
"Branding is amorphous. Direct marketing is measurable. That's what this