Clarion Forms Power Ideas to Fuel Creative




BOSTON-In a move to centralize creative services for some of its divisions, Clarion Marketing and Communications announced last week the formation of a creative and production unit called Power Ideas.
The new entity will be managed by creative director Steve Gold and staffed by about 40 current Clarion employees. It will operate from Clarion’s offices in Greenwich, Conn., and provide creative services to Clarion Direct, Clarion Promotion and Clarion Performance Properties, according to agency representative Sally Daley.
Gold had headed up creative services at Clarion Promotion.
His former position will not be filled, Daley said.
Clarion’s various divisions will continue to be run by individual managing directors and handle clients on a divisional rather than an integrated basis, Daley said.
However, creative functions will be centralized under the aegis of Power Ideas. “It’s really to streamline divisions and provide better synergy,” according to Daley.
“By pulling this unit together . . . we will be able to harness multiple creative points of view . . . that leverage both the direct and promotion disciplines,” Gold said.
Clarion chairman Peter Rizzo could not be reached for comment by press time last week.
Two other units inside the company, Clarion Business Communications and Clarion Design, have shared a large, single creative resource for the past several years.
Clarion, owned by D’Arcy Masius Benton & Bowles in New York, provides specialized marketing services, including direct mail, design and communications consultation to business-to-business and consumer-oriented clients worldwide.
Clarion has offices in Atlanta, New York, St. Louis, London and Sydney, Australia. The shop’s clients include Fleet Financial Group, British Airways, General Motors, Nabisco and Microsoft. -with David Gianatasio