Bronnercom Boosts Outside Ops

Beeching Named London CD; SIG Scores Morgan Stanley Work
BOSTON–Bronnercom last week welcomed a seasoned creative executive and a high-profile client, tapping Mark Beeching for its London office and adding interactive chores from Morgan Stanley Dean Witter & Co.
The agency’s Strategic Interactive Group has been hired by the investment firm for a business-to-business initiative.
“Morgan Stanley has engaged SIG to assist in the development of Web-based initiatives for its institutional business,” said Kathy Biro, chief executive of SIG and vice chairman of Bronnercom. “The engagement specifically does not cover the retail business or advertising.” Biro declined to elaborate, and it is believed that the scope of the work had yet to be finalized.
Biro stressed that the client’s relationship with its agency stable will not be affected. Doremus in New York is lead agency for Morgan Stanley Dean Witter, Discover Brokerage is handled by Black Rocket in San Francisco and the Discover credit card by Goodby, Silverstein & Partners, also in San Francisco. All media buying is with Leo Burnett unit Starcom Media Services in Chicago. Client officials did not return calls.
Separately, Beeching was named executive creative director for Bronnercom’s 45-person London outpost, where he will oversee all direct marketing and interactive work for clients such as American Express, Seagram and Cellnet. He starts Nov. 15, replacing Martin Macdonald, who resigned in June after three months with Bronnercom.
Beeching had been executive creative director for the London office of since May, when Bethesda, Md.-based parent firm Snyder Communications consolidated its interactive shops under a single banner [Adweek, May 17]. Prior to that, Beeching spent four years at Snyder’s Brann UK direct marketing operation.
In 1991, he co-founded traditional advertising shop Beeching Dowell & Stubbs, London. He sold his interest in the shop, now known as BDS Beechwood, when he moved to Brann.
Beeching’s diverse background made him the clear choice from among more than 20 executives initially considered for the post, said Bronnercom chief creative officer Mike Slosberg.
“He totally fits into the culture in terms of his attitude about all channels and how they should work together,” Slosberg said.
Beeching called Boston-based Bronnercom–which claims nearly $1.5 billion in global billings following a year of nearly 50 percent growth–“a hero agency of mine, the perfect home for my vision.” –with Judy Warner