Cronin Brings 2 Execs Aboard

Cronin & Co. has hired two marketing vet erans whose charge is to build the agency’s direct and digital capabilities.

David Katz and Dan Weingrod have joined the Glastonbury, Conn., shop as managing directors of its direct and digital units, respectively. Both report to John Riccio, vice chairman at Cronin, who said he is seeking to better integrate those capabilities with the agency’s other marketing services.

Katz, who has been made a vp at the agency, will oversee its 10-person direct-response division and develop new business with existing and potential clients. A main goal, he said, is to integrate direct marketing into new-business pitches as quickly as possible.

“Mail is the backbone of what we do, but I want to expand be yond that,” Katz said, citing loyalty marketing—repeat business from existing customers.

Among his first tasks: sheparding integrated campaigns for Vytra Health Plans, a client the agency picked up last year, and TriZetto, a healthcare software company.

Prior to joining Cronin, Katz was vp, management supervisor at Ar nold’s Brann Worldwide in Wil ton, Conn., where he worked on Merck and Arch Wireless.

Weingrod, as managing director of strategy at Cronin’s digital marketing unit, will also focus on bringing new business to the shop and overseeing current clients. Weingrod, like Katz, hopes to integrate his unit’s services with those offered by the agency overall.

“We want clients to get a better understanding of what they want to do online,” Weingrod said, ad ding that interactive initiatives include not only company Web sites but also e-mail marketing and micro sites linked to specific events, product launches or campaigns.

Weingrod will lead the division with Todd Gray, director of digital services on the creative side. Wein grod is currently helping re design a Web site for Mystic Aqua r ium, a longtime Cronin client. Weingrod was previously vp, strategic services for Outrider in Farmington, Conn.

Cronin claims overall billings in the $70 million range, a figure that includes the Glastonbury headquarters and its Boston outpost, known as Cronin/Wallwork Curry.