Before Sylvia Morrison joined Wolf Group in November, only the Buffalo, N.Y., office of the branding agency offered direct marketing. As Wolf's first president of direct marketing, she now oversees that discipline at all seven of its offices in the U.S. and Canada. It often takes awhile for branding shops to develop direct programs, Ms. Morrison says, but ultimately they realize the value of measuring and tracking information to garner tangible results. "There are opportunities with manufacturing [brands] to speak to the consumers, build customer databases and recontact customers," she says.
Education: Ohio State University-BA in French, 1974.
Work highlights: April 1988-October '99, senior VP-general manager and partner, Liggett-Stashower Direct, Cleveland; July '74-April '88, assistant to the publisher, circulation director and entertainment editor, Cleveland Magazine Co.