S.F. office growing for Direct Partners

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There are just 11 executives managing accounts in Direct Partners' 4-month-old San Francisco office. But by October, Managing Director Geoffrey De Weaver expects that figure to double.

"We have the account management under control temporarily and are looking to add analytics, creative, interactive and media in-house to become our own agency," said Mr. De Weaver, who will manage the office and clients such as E*Trade, PlanetRx, TiVo and Webvan.

Mr. De Weaver joined Santa Monica, Calif.-based Direct Partners last month from Leo Burnett Co., where he was global account director on the $50 million Acer Computer account in Taipei. Earlier jobs included managing director of Ammirati Puris Lintas Interactive in Sydney and running Ogilvy & Mather Direct in New Zealand.


Mr. De Weaver said his background in branding, direct marketing and interactive fits well with Direct Partners' media-agnostic business approach.

"We just don't push people on TV because it's the easy thing to do or design mail packs," he said.

Outside San Francisco, Direct Partners' clients include DirecTV, Earthlink, General Motors Corp.'s OnStar and Mimeo.com. The agency also plans to open an office in Atlanta this year and is expanding its New York operation.

Mr. De Weaver said his current priority is to work with the agency's existing San Francisco clients, which number less than 10, and find new employees in order to add 25 people in the new office.

"I really want to work and develop more, deeper relationships with my existing clients," he said, "and if new stuff comes along, great."

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