Bronner Recruits Leaders




Direct Shop Fills Key Positions in Boston, London
BOSTON–Bronner Slosberg Humphrey last week bolstered its senior management ranks here and in the U.K., naming Katharin Dyer and Martin Macdonald senior vice presidents.
The hires signal that “Bronner is gearing up to service clients in a more comprehensive way,” said representative Tracey Riese.
The backgrounds of Dyer and Macdonald–the former has never worked at an agency, while the latter is steeped in traditional advertising–reflect the diversity of talent Bronner hopes to recruit as it continues to expand worldwide, Riese said.
Dyer will serve in the agency’s Boston headquarters as marketing director, heading up new business initiatives and overseeing publishing company Harcourt and new addition American Electric Power.
Riese and Dyer declined to discuss the nature of the agency’s work for American Electric, a Columbus, Ohio-based utility conglomerate with more than $6 billion in annual sales. Client executives did not return calls.
Dyer had been senior vice president and general manager of partnerships and alliances for the credit card division of Advanta Corp. in Springhouse, Pa. Advanta’s credit card business last year was acquired by Fleet Financial Group in Boston.
After years of working on the client side with Advanta’s roster shops, Dyer is looking forward to the challenge of building brands and helping Bronner grow, she said.
Macdonald, a native of Scotland, becomes executive creative director of Bronner’s London office, which works mainly on Cellnet, the wireless subsidiary of British Telecom.
Macdonald has held creative positions with agencies including Hal Riney & Partners in San Francisco and Asher/Gould and BBDO, both in Los Angeles. He joined Atlanta-based WestWayne in 1994, serving as vice chairman and executive creative director. He left last March after a clash of creative philosophies with president Ben West.
At Bronner’s London outpost, Macdonald will work with marketing director and 10-year agency veteran Susan Cannavari to position the office as a springboard for Bronner’s U.S. clients wishing to enter the European market.
The two will also look to hire 50-75 people in short order, about half of those in the creative department, Macdonald said. Bronner also will soon announce a managing director in London who will oversee operations and be on equal footing with Macdonald.
Separately, the shop is close to announcing a president for its Sansome Group unit in San Francisco.
Fueling expansion at home and abroad–and providing capital for executive hires–is an infusion of $60-80 million from Hellman & Friedman. The San Francisco investment company late last year bought a 20 percent stake in the direct marketing agency.