FORMER SONY EXEC TO HEAD CONSUMER BUSINESS AT GATEWAY

T. Scott Edwards Joins Struggling PC Maker; Ad Agency Changes Possible

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NEW YORK (AdAge.com) -- Gateway has made two moves within its marketing and sales ranks as the ailing PC maker looks to reverse its fortunes.

T. Scott Edwards, consumer segment marketing officer for Sony Electronics, was named executive vice president of the consumer business at Gateway. Mr. Edwards had led the consumer electronics giant's brand and marketing efforts, including a drive to market by consumer segments instead of by products, since 1998.

Will oversee sales
At Gateway, Mr. Edwards will

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oversee sales operations for the company's retail, Web and telephone channels and all marketing efforts for products and services to consumers. Mr. Edwards, who prior to Sony worked for Publicis Groupe's Leo Burnett USA, Chicago, managing blue chip accounts such as Kraft Foods and Miller Brewing Co., begins work later this month and will report to Gateway Chairman-CEO Ted Waitt.

Gateway also named David Turner, senior vice president of sales and marketing for its business-to-business segment. Mr. Turner had been serving in both the consumer and the b-to-b roles.

Weak PC environment
The appointments are part of a reorganization at Gateway, which is struggling in a weak environment for PC and technology sales.

The Poway, Calif.-based company broke an ad campaign last fall with a new brand logo and tagline, "Gateway: A better way," after dumping its warm and fuzzy cow-spotted mascot for a more business-oriented look.

The campaign was handled by Siltanen/Keehn, El Segundo, Calif., which had the account for 10 months before the marketer shifted its business to Omnicom Group's Arnell Group, New York. Gateway has had a history of stormy relations with ad agencies. Mr. Edwards' arrival, along with any brand and marketing executives he may hire, is likely to trigger yet another agency review.

Successor at Sony
Meanwhile, Mr. Edwards' replacement at Sony will likely be named in a few weeks, as the company goes through its customary annual reorganization before the end of its fiscal year March 31. Ken Dice, senior vice president of consumer marketing communications and Mr. Edwards' right hand, will take over interim duties and is likely to emerge as a candidate for the job. Both report to Fujio Nishida, president and chief operating officer for Sony Electronics.

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