"As one-on-one marketing [evolves], the advent of technology will play a bigger role, one that's more futuristic and pushing on the Internet front," she said. "And underneath that, there are opportunities to develop a specialty like promotion to women."
That's at least one direction Ms. Koslow will pursue in her new post as president of Stamford, Conn.-based J. Brown/Promotion, a freshly minted unit of co-marketing agency J. Brown/LMC.
An 18-year promotion veteran, Ms. Koslow, 40, joins the agency from Wunderman Cato Johnson, New York, where she was senior VP-director of strategic promotional marketing.
"She is the consummate professional," said J. Brown President Jonathan Kramer. "She's very knowledgeable about the promotion industry and has done a tremendous amount of strategic thinking about where it has to go."
As has J. Brown in setting up its new unit. With a single charter client, Campbell Soup Co., J. Brown/Promotion exists as a way of creating a seamless link between co-marketing and promotion that focuses on "next-day business results," Mr. Kramer said.
He said even though integrated marketing solutions are often the best answer for clients, their budgets are still often allocated along lines of single disciplines such as direct marketing or promotion. By creating a free-standing unit devoted to promotion, J. Brown can capture marketing dollars that otherwise would have been lost to free-standing promotion shops.
Ms. Koslow's group, consisting at first of five or six executives she has yet to assemble, will devote its energies initially to group promotions, or "mega-events" that encompass Campbell's U.S. Grocery division brands, including condensed and ready-to-serve soup, V-8 vegetable juice, V-8 Splash! and Prego spaghetti sauce.
BEYOND PACKAGE GOODS
Co-marketing, which aims to maximize trade promotion funds by redirecting them to consumer programs aimed at building retailer and marketer equity simultaneously, most often applies to package goods. But Ms. Koslow sees opportunities to offer "holistic solutions" in other industries.
For example, she envisions promotions designed to benefit both computer retailers and PC makers.
The difference between J. Brown-with $150 million in U.S. billings-and Wunderman-about $2 billion in billings globally-is more than just size, Ms. Koslow said.
"At Wunderman, they provided branded solutions but not the expertise to go down all along the channel" to the retail level, as is possible at J. Brown, she said.
Even though the agency is starting from scratch, that's a welcome challenge to Ms. Koslow, who noted: "I tend to have an entrepreneurial bent."
She cultivated that entrepreneurship by leaving her first marketing job in brand management at global behemoth Nestle, in 1986, to join promotion agency Sims O'Brien before it became Alcone Sims O'Brien. She remained there 10 years before