In shifting its estimated $25 million U.S. media buying account this month to the newly formed Martha Felt Group in Salt Lake City (AA, Nov. 28), the software company is going with an executive who literally knows the business inside and out.
The agency is being formed by Ms. Felt, 36, who is leaving a post as senior director of marketing strategy and communications for the marketer's mainstay NetWare networking software division.
Ms. Felt first worked with Novell in 1987 as VP-media services at Dahlin Smith White, Salt Lake City. She joined Novell in 1991.
Novell's media formerly was split between FCB Technology, San Francisco, and an in-house group at WordPerfect, the software marketer that Novell bought earlier this year. The media consolidation is part of the melding of Novell and WordPerfect, whose merger created the No. 2 PC software marketer behind Microsoft Corp.
Foote, Cone & Belding, San Francisco, is Novell's main creative agency. Dahlin is one of the WordPerfect unit's primary shops.