Ms. Larrick moves to the newly created post on March 1 from her current position as exec VP-regional director of MRM North America, where she helped boost billings sevenfold for the region, to $300 million, since 1998. She will be based in New York.
"Pam's visionary, pioneering leadership has really been the driving force here at MRM over the past three years," Mr. Rapp said.
Ms. Larrick hopes to implement principles she used in North America throughout the global network -- with $1 billion in annual billings and clients such as General Motors Corp., MasterCard International and Microsoft Corp. The model relies on strategic, media, creative and other "counsels" that work cooperatively to "share best practice and have a common language," she said. "I want to make sure that those initiatives are taken around the world."
She also hopes to propel the company vision globally. "Our [advertising] agency is viewed as the brand steward," she said. "We believe we can be the customer steward for our clients."
Helping develop client-customer relationships will come from new proprietary tools, which MRM plans to launch in the next few months, as well as powerful creative, Ms. Larrick said.
"Customer relationship management is no longer simply a technology enabler within companies. Today it's really being viewed as a powerful marketing principle," said Ms. Larrick, who joined MRM, a unit of Interpublic Group of Cos.' McCann-Erickson Worldwide, in 1994 as managing director of the New York office, then called McCann Direct. She came to McCann from Ogilvy & Mather Direct, now OgilvyOne, where she was senior VP-managing director.
Another goal in her new post is to globally develop "customer care" initiatives to help clients "deliver the brand to customers online, offline and in-person.
"As we grow and as each of the regions has grown, we're really poised to take our global offerings to the next level, and that's what we're trying to do," Ms. Larrick said.
Continued growth demands a "top executive management team," said Mr. Rapp. And, with Ms. Larrick at the helm, "we're well on our way to putting in place the talent to make it happen."