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Published on .

BETHESDA, Md.-Eric Hatch, 47, a senior VP at Earle Palmer Brown, has started working as a personal trainer with account execs and account supervisors to better educate them about integrated marketing.

"There's a growing need to overhaul the traditional approach to training ... ," said Tim Elliott, president-advertising at EPB. Many account execs "are missing an understanding of such basic principles as strategic planning."

"We're teaching people to be problem solvers," Mr. Hatch added.

The agency is considering adding personal trainers-something unusual in the business-at its other four offices, in New York; Philadelphia; Richmond, Va.; and Tampa, Fla.

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