Hallmark Cards, Kansas City, Mo., announced a new marketing structure keyed to its goal to diversify its business and increase sales from $3.9 billion to $12 billion in 10 years. Hallmark The company said it has targeted six business platforms--cards, caring gift solutions, memories, life celebrations, personal development and family entertainment. "Not only are we going to expand our focus into these six business platforms, but we also expect a high level of synergy among the platforms,'' said Irvine Hockaday Jr., Hallmark president-CEO. Donald Hall Jr., VP-strategy and development, will be "responsible for ensuring a common vision exists among all of the marketing platforms,'' the company said. Currently, Hallmark has major concentrations of business in personal development (Binney & Smith) and family entertainment ("Hallmark Hall of Fame"), as well as some products in memories (scrapbook kits, photo albums) and life celebrations (balloons, gift wrap, party accessories).In the new structure, Jan Murley becomes group VP-marketing, a new post at Hallmark, from VP-general manager, beauty care, global strategic planning and skincare, personal cleansing and deodorants. Hallmark said Ms. Murley "will be responsible for a consolidated North American marketing organization which includes consumer research and analysis, brand strategy, merchandising, licensing, advertising and promotion. Procter & Gamble Co. Hallmark also named Doranne Hudson senior VP-acquisitions and diversified business, and John Sullivan senior VP-Internet commerce. A spokeswoman said Messner Vetere Berger McNamee Schmetterer/Euro RSCG, New York, which won a strategic project this year, is charged with developing one of the new businesses. "Our plans are to continue'' with Leo Burnett
USA, Chicago, Hallmark's agency of record, she said, which will likely "play a lead role'' in the new structure.
Copyright August 1999, Crain Communications Inc.