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Published on .

Tim Claffey, as exec VP-managing director at Leo Burnett USA, Chicago, is charged with retooling its approach to direct marketing. Mr. Claffey said his vision is "to make this place a marketing-smart strategic power." He'll attempt to get a greater share of existing clients' business, as well as pitch new business independent of the general agency. "We have to benchmark our success against our own industry," Mr. Claffey said. He added: "One of best things about Leo Burnett is a real willingness to take a good look in the mirror and move forward."


Age: 45.

Education: University of Illinois, BA, 1974; University of Oregon, BA, 1976.

Work history: At OgilvyOne: 1996-98, senior partner-general manager and executive creative director; 1992-96, senior VP-executive creative director; 1990-92, VP-creative director; 1989-1990, creative director. At Bozell Direct: 1987-89, creative director; 1986-87, associate creative director; 1984-1986, art director.

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