TOP INTERACTIVE EXECS DEPART O&M, JWT

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Two major ad agencies are hunting for interactive chiefs after losing senior executives to smaller shops.

Michael Troiano, the 30-year-old CEO of Ogilvy & Mather Interactive, New York, is joining year-old one-man startup Cunniff Interactive Advertising.

On the other coast, Tig Tillinghast, director of interactive enterprise at J. Walter Thompson USA, San Francisco, today joins Anderson & Lembke as head of the interactive and online division.

O&M is searching for a successor to Mr. Troiano, but that person may not be responsible for managing a separate unit. The agency since summer has been restructuring its interactive unit to integrate the work into O&M Direct and the general agency (AA, July 22).

SAME POST, NEW SHOP

Mr. Troiano will be CEO of Cunniff Interactive, formed by Tom Cunniff, a former associate creative director at Lord, Dentsu & Partners. O&M Interactive Chief Operating Officer B.J. Choi will handle Mr. Troiano's duties until a successor is hired.

Under Mr. Troiano, O&M grew its IBM Corp. interactive business and maintained an area for American Express Corp. on America Online. But while AmEx has increased its interactive work, it has hired other shops to do it.

"My proudest single achievement was our role in creating the integrated campaigns for IBM software," Mr. Troiano said. "For the first time, we could execute a cross-media, cross border communications strategy."

At Anderson, Mr. Tillinghast, 25, will head up an interactive group that counts Web ad leader Microsoft Corp. among its clients and is expanding from 45 to 60 people.M

Contributing: Laura Petrecca, Debra Aho Williamson.

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