- David Gianatasio

NEW YORK Public relations firm Porter Novelli has named Anthony Viceroy, 40, president of global operations and CFO.

He joins from Omnicom's Diversified Agency Services group, where he had been svp, financial management and client partnership. In his DAS role, he served as a liaison between the holding company and Porter Novelli.

Both Viceroy and Gary Stockman, the agency's CEO, said the former is a good fit owing to his familiarity with Porter Novelli's operations, strategy orientation and deep financial background.

"He's not a back-office number cruncher," Stockman said of Viceroy. "He understands client needs" and knows how to direct operations to make sure the best programs are in place to serve key accounts such as Hewlett-Packard, Johnson & Johnson and Procter & Gamble.

Given the volatile economy, both see risks ahead but also potential rewards, particularly in the public relations sector, as clients reevaluate their communications budgets.

"A lot of shifts are being made from traditional media to other forms of marketing services," said Viceroy. "PR is at the top of the list."

Along with streamlining efficiency, Viceroy looks to drive agency growth by building services such as social media and events marketing.

Though staff cuts have wracked the communications industry landscape of late, Viceroy noted the importance of keeping top professionals on hand.

"When the smoke settles on the economy, we want to make sure we have top talent in place," he said.

Viceroy succeeds Mike Gehb as Porter Novelli's CFO. Gehb now takes a senior position with DAS. Viceroy's global operations title is new at the shop.