in the news: Gerald Shapiro

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Elation for relationships

Though he's worked at nine agencies over the past 20 years, Gerald Shapiro is busy learning a new marketing technique. "This really isn't so much direct marketing as it is relationship marketing," says Mr. Shapiro, who recently joined RTCdirect, Washington, as executive creative director. He's working with existing clients as well as building new business in pharmaceuticals and the Internet. "Strategically [relationship marketing] is a different way of thinking," Mr. Shapiro says. "We're developing long-term customer relationships and creating an emotional bond with the brand."

Age: 49.

Education: Queens College of City University of New York-BA in creative writing and film studies, 1972.

Work highlights: Nov. 1998-Jan. '00, free-lance creative director; Oct. '97-Oct. '98, VP-creative director, Bronner Slosberg Humphrey, Boston; Nov. '95-Sept. '97, VP-creative director, Clarion Direct, Greenwich, Conn.; Jan. '94-Oct. '95, VP-associate creative director, Grey Direct, New York.

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