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Foote, Cone & Belding Direct, a unit of Foote, Cone & Belding, has restructured senior management to strengthen its direct-marketing network globally and capitalize on what is perceived to become a growth area.

Tina Cohoe was promoted to the new worldwide post of chief creative officer of New York-based FCB Direct, while remaining president of the New York office. Stewart Pearson, formerly regional director-integrated marketing at FCB Asia/Pacific, Hong Kong, was named to the new worldwide post of chief operating officer, based in New York.

John Penberthy, formerly managing director of the New York office, now is president of FCB Direct International, London.


"The whole game is about global agencies," said Brendan Ryan, already chairman-CEO of parent Foote, Cone & Belding who has added the same worldwide titles for FCB Direct. "It's both an offensive move and a defensive move."

FCB Direct's worldwide billings are estimated at $560 million, and Mr. Ryan expects to double that by 2000. FCB Direct lost its Citibank account in August; billings couldn't be determined, but the account was significant for the agency.

Part of the plan is for Mr. Penberthy to focus on identifying agencies to acquire internationally, as well as increase staff in the London office. The goal is to acquire rather than take on affiliates.

"You have to bring integrated skills to brand management," said Ms. Cohoe. "Integration is necessary, particularly in growth industries."

Integrating database marketing in all FCB Direct offices worldwide will be a key component of that effort.

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