In the News: A maven of the message

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While direct marketing often focuses on the technology needed to foster customer relationships, Tom Hansen likes the challenge of developing the messages that get consumers to care. "When you talk about direct stuff, we have the response mechanism down to a science, but the emotional part of it is always in play," says Mr. Hansen, recently promoted to senior VP-executive creative director at Wunderman Cato Johnson, Chicago. "Whether on the Web, at an event or through a mailing," he says, "we like knowing who's there and how to speak to the individuals."

Datafile

Age: 41.

Education: Northern Illinois University-BA in journalism and TV/film production, minor in design, 1981.

Work highlights: March 1996-Dec. '99, VP-creative director, Wunderman Cato Johnson, Chicago; Aug. '93-Feb. '96, VP-creative director, Action Packed Trading Cards; April '89-July '93, VP-creative director, Wunderman; author and illustrator of book and film "Stoogemania."

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