Deep Impact
Impact Communications Group, Chicago, has been restructured by parent Foote, Cone & Belding, with new management appointed by FCB Chicago president Brian Williams. The revamped agency is expected to function more as an extension of FCB, as Williams integrates disciplines more tightly around FCB’s advertising core.
Craig O’Keefe becomes exec vp-director of promotions; he had been promotion director at ad agency Leo Burnett USA, Chicago, where he and Williams were colleagues.
While ICG president Jim Cerasani is awaiting reassignment within FCB, long-time Impact president Joe Flanagan has retired, but plans to start a consulting business called Flanagan Marketing. He will initially work from an office in FCB’s headquarters, with FCB as his first client.
Elsewhere, Impact exec vp-new business development Sherwin Leff has been reassigned to FCB’s account team for S.C. Johnson. Other staff changes are expected as FCB repositions Impact as the integrated marketing arm of FCB, with separate direct marketing and promotion departments.
FCB merged its promotion and direct marketing operations two years ago to form ICG, which struggled to define itself. Impact management worked hard to establish the agency’s identity in promotion marketing and direct, and stepped up research and retail merchandising capabilities under a new philosophy: “Insights first.”
ICG won new business from Gatorade, General Electric, AT&T, Pepperidge Farm, and others, and reported ’97 revenues of $16.6 million, flat from ’96. FCB Chicago billed $1 billion in ’97.
Separately, FCB sister company True North Communications’ Diversified Companies Group acquired Barr Benedette Group of Wilton, CT. Formed in ’97 by MCA veterans Chris Barr and Kathryn Benedette, BBG specializes in promos for retail including restaurants and foodservice, lodging, and banking. The shop will merge into True North’s Promotion Services Group, led by Wes Bray and encompassing Market Growth Resources and McCracken Brooks Communications.
