FTD CHIEF REASSESSES AD EFFORTS

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With the departure of its top ad executive, Florists' Transworld Delivery Service is re-evaluating its advertising-an action that could result in a review of an estimated $40 million account.

FTD President-CEO Bob Norton, in the final stages of finding a replacement for VP-Advertising Lou Nagy, said he's "looking at the advertising program."

Grey Advertising, New York, currently handles FTD, but other agencies are believed to have been contacted.

`NOWHERE NEAR' REVIEW

Mr. Norton said he was satisfied with Grey's work and that a review was premature. "We are nowhere near a decision on that," he said.

Grey has had the account since

"Anytime you have a new CEO, there's always a reevaluation period."

Mr. Norton arrived at FTD last October from Fabri-Centers, where he was chief financial officer, He replaced Margaret Whitman, who left the company. The organization lost up to 30% of its staff when FTD closed two offices and consolidated its operations earlier this year.

In early May, Grey will release new creative in support of Mother's Day giving. Ads will continue using the animated FTD icon, the Mercury Man.Perry Capitol Corp. in December 1994. As Grey took over the business from 16-year incumbent D'Arcy Masius Benton & Bowles, New York, spending jumped from $12 million to $35 million.

Last year, measured spending fell to $16 million, according to Competitive Media Reporting.

But executives close to FTD said spending could go as high as $40 million after FTD gets its house in order.

Grey referred calls to the client.

Florists within the network said they would not be surprised if Mr. Norton would look for a new national agency.

`A METHODICAL MAN'

"He's a very methodical man," said one FTD association member. "Anytime you have a new CEO, there's always a re-evaluation period."

Mr. Norton arrived at FTD last October from Fabri-Centers, where he was chief financial officer, He replaced Margaret Whitman, who left the company. The organization lost up to 30% of its staff when FTD closed two offices and consolidated its operations earlier this year.

In early May, Grey will release new creative in support of Mother's Day giving. Ads will continue using the animated FTD icon, the Mercury Man.

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