"She showed a tremendous amount of enthusiasm" for the position, said Jack Oliver, exec VP-managing director, global services, at the Bloomfield Hills, Mich., agency, which is dedicated to client DaimlerChrysler.
Ms. Royer, who had been an account supervisor at sibling BBDO Worldwide's Southfield office on Dodge Division for six years, got the job, and expects to leave in May for her new assignment.
IN EIGHT COUNTRIES
As VP-account director, Asia-Pacific, she will oversee the agency's newly won catalog assignment on the Chrysler brands in eight countries, including Japan, Australia and South Korea. Ross Roy, which already had the North America business, took over the less than $10 million account for the rest of the world from Bozell Worldwide on March 1.
"I have very entrepreneurial tendencies and I've demonstrated what I think I can do," Ms. Royer told Advertising Age.
The Detroit native started her ad career in 1977 as a copywriter at PMH Caramanning, Farmington Hills, Mich., but after 31/2 years she decided to switch.
"I thought the transition to the account side would be a quicker launch pad for a career for a female in Detroit," she said."I love the challenge of working with clients. I've never been bored in 20 years."
Nor does she expect to be bored in her new assignment overseas. The divorcee, in her early 40s, expects to log plenty of air travel to service her new clients in the region. Plus, she expects her phone, e-mail and pager to get plenty of use.
Ms. Royer's new position is one of three overseas at Ross Roy. The global team has 34 staffers who use 17 existing BBDO offices.
In Tokyo, her staff consists of an account person, creative person and copywriter. Their initial assignment: creating catalogs for the new 2000-model Neon small sedan which, in her region, goes on sales first in Taiwan in mid-June.
Ms. Royer worked on the launch of the Dodge and Plymouth Neon in '93 while at BBDO.
TRANSITION TO MASS TRANSIT
Ms. Royer knows there'll be cultural and social challenges. She'll give up her Dodge Durango sport-utility vehicle, a model she also helped launch in late '97. She's looking forward to taking mass transit for the first time in her life and learning Tokyo's subway system.
Ross Roy, which handles many of Chrysler's popular auto-show press presentations in the U.S., may have the opportunity to get involved in auto shows overseas, she explained.
Dick Johnson, chairman of BBDO in Southfield and executive creative director on Dodge advertising, described Ms. Royer as a well-rounded professional.
"She has high standards for creative work, which she then promotes to the clients," he said, adding that she's a good presenter who does her homework.
"She's as tough as she has to be, but never comes across as a tough, modern