O&M DIRECT HIRES TOP EXEC FOR IBM ACC'T

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Ogilvy & Mather Direct hired a new senior executive last week to head its top account, IBM Corp., and also won the business of Nautilus International.

Carla Hendra, 39, joins O&M Direct in the new post of senior partner, heading the $100 million IBM-North America account. Ms. Hendra comes to O&M from Grey Direct Marketing Group, where she was exec VP in charge of Chase Manhattan Bankcard Services.

Wendy Riches, chairman-CEO of O&M Direct's New York office since February, said Nautilus would be a business-to-business account, mainly targeting health clubs. But ultimately, O&M Direct will help sell the products to consumers directly.

The account is estimated at $10 million to $15 million.

2 OTHER NEW EXECS

Earlier this month, O&M Direct named Beth Baldwin, 38, as senior partner-head of strategic services. With that new post, O&M Direct adds an account planning function. Ms. Baldwin previously was planning director at International Marketing & Promotions, London, a unit of D'Arcy Masius Benton & Bowles.

Another recent hire is Steven Kietz, 37, as senior partner, Financial Services/Automotive Group (AA, March 18). The naming of Mr. Kietz was seen as a move to shore up the shop's American Express Co. business. AmEx has said it's taking "a hard look" at its estimated $100 million direct-marketing account.

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