RESEARCH INT'L AIMING TO HIT TOP 10 IN U.S.: TOP EXECUTIVE RANKS GROW AS PART OF EXPANSION PLAN

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Research International USA is restructuring its operations and adding new management and offices as part of an expansion plan that management hopes will put it among the top 10 consumer researchers in the U.S. by 2000.

The New York company, a division of the London-based unit of WPP Group, has added more than 10 senior executives in the U.S. this year and has opened offices in Miami and Dallas to focus on two growing market segments.

NEW MANAGING DIRECTORS

The strengthened management team includes new managing directors overseeing customer satisfaction, healthcare, interactive technologies, international research, Latin America, qualitative research and telecommunications.

The Miami office will be under Managing Director Jacques Malaguti and Laura Bright, senior VP for Latin American research. The Dallas office, under Carey McCann, managing director of interactive services and new media, will manage expansion into the interactive services industry.

The San Francisco office, which opened last year, also has been expanded from one to seven professionals concentrating on clients in interactive, financial services, healthcare and consumer services.

Additionally, Research International USA restructured its research teams to cut across geographic boundaries, depending on the clients' needs, rather than assigning staff according to the client's location, said Doss Struse, chairman-CEO.

The goal is to bring the U.S.-based organization into line with its U.K. parent, which ranked third among Advertising Age's 100 Leading Research Companies in non-U.S. revenue (AA, May 19).

SEEKING GROWTH IN U.S.

Research International is typically among the top three researchers in every market around the world except the U.S., said Mr. Struse. The goal of this expansion is to move the U.S. division-currently 40th in U.S. revenue on Ad Age's list, with $21.1 million in revenues in 1996-into the top 10, he said.

"For us to get there we will have to move very hard, very fast," Mr. Struse said.

Beyond Miami and Dallas, there is "a strong intent" to open offices in Chicago, Detroit and Minneapolis, he said.

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