In the News: Mixing promo with direct

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Mike Musachio has seen the power of promotional marketing through his work on Coca-Cola and Marlboro, and hopes to share that vision with the creative staff of No. 4 marketing services agency Impiric, New York. As exec VP-executive creative director, Mr. Musachio aims to build on the integrated marketing capabilities of Young & Rubicam's direct unit by ramping up the promotional aspect. "Impiric is well-known and recognized for the superb direct-response work that we do for clients," he says, "and I'd like to do the same in the area of promotions."

Age: 37.

Education: Glassboro (N.J.) State College-BA in communications, 1985.

Work highlights: January 1993-August 2000, various posts at Leo Burnett USA, Chicago, including VP-creative director; January 1990-December 1992, VP-associate creative director, Willis & Evans, New York.

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