PLAYER PROFILE: BENTON TO BUILD INTEGRATED SERVICES AT JORDAN MCGRATH: EXECUTIVE BRINGS B-TO-B, TECH EXPERIENCE FROM POPPE TYSON TO NEW POST

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Cheryl benton, named to the newly created position of exec VP-integrated client services at Jordan, McGrath, Case & Taylor, New York, is striving to link knowledge from previously separate marketer worlds.

Ms. Benton comes to Jordan McGrath from a position as senior VP-general manager at Poppe Tyson, New York, working with clients including IBM Corp. and Toshiba America.

Ms. Benton said she'll take "traditional consumer branding techniques and apply them to the business and business-and-technology world," while at the same time communicating to mainstream marketers the importance of online and integrated marketing.

POINT OF CONVERGENCE

"There's a real point of all these things starting to converge, both sides are learning from the other," said Ms. Benton.

"Business-to-business and technology [advertisers] are realizing they need to build brands," and traditional marketers can learn from business-to-business and technology clients since they "first embraced the Web."

In her new post, Ms. Benton will coordinate resources among Jordan McGrath's speciality units: JMCT Touch, its interactive unit; JMCT Direct, which handles direct marketing; Special Projects Group, a unit for other below-the-line marketing; Stawasz, a healthcare communications unit; and JMCT Publicidad, which does Hispanic marketing.

"Jordan McGrath has all the pieces in place to provide integrated services to clients," said Ms. Benton, who added that she'll work closely with account teams to determine methods to provide more of those services to clients.

"Everybody's talking [integration], but there are very few agencies that are organized to be able to do it," she said.

AN ADVANTAGE

She added that Jordan McGrath has an advantage over other advertising agencies since it's "large enough to provide the services but small enough to make the integration work."

Ms. Benton said she plans to use her past work experience to increase the number of business-to-business and technology marketers on Jordan McGrath's roster.

"There's a tremendous opportunity for Jordan McGrath to be able to take their branding experience and apply that to the business-to-business and technology world," she said, adding that her own personal experience would augment the agency's business qualifications.

"I've spent the last 20 years . . . building up that expertise," Ms. Benton noted.

EPONYMOUS CONSULTANCY

Before joining Poppe Tyson, Ms. Benton ran her own marketing and communications company, called Benton Associates, where she consulted with a number of technology venture companies. She began her career in advertising and marketing at Kollmorgen Corp., an electronics technology and manufacturing company.

Ms. Benton especially wants to foster growth at JMCT Touch. She said the "smart agencies" will look beyond just creating Web sites for their clients and begin

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