Modem Taps Duo to Bolster Database Marketing

NEW YORK Modem Media has hired an SF Interactive svp and a Draft veteran to help expand and leverage the interactive agency’s database-marketing services.

Bill Firing and Michael Maher join as vps of marketing strategy, based in the company’s San Francisco office and Norwalk, Conn., headquarters, respectively. The former will report to managing director Dan Springer and the latter, managing director David Lynch. In the new posts, they will craft Internet-based database-marketing programs that can measure the effectiveness of integrated campaigns.

The i-shop, 43 percent owned by Interpublic Group, said the appointments were made in response to clients’ increasing requests for interactive marketing strategy and programs, and tools to track and measure campaign effectiveness. Some Modem clients include Delta Air Lines, Kraft Foods and General Motors.

Firing, 38, joins Modem after nine months at SF interactive, the San Francisco-based interactive subsidiary of Butler Shine Stern & Partners. There, he led SF Insights, a new division that offered qualitative planning services, data analysis, relationship-marketing strategy and business-process consultation to clients like VeriSign and Cisco [IQ Daily Briefing, Dec. 16, 2002].

Before that, Firing was vp of consulting services at Analytici, the CRM and data-analytics division of IPG’s Foote Cone & Belding, for about a year. Previously, he spent three years at OgilvyOne, a part of WPP Group’s Ogilvy & Mather, working on accounts such as IBM, Kodak and Nestle.

Maher, 47, comes from Draft in New York, where he worked for 10 years in various posts on accounts such as Bank of America, Jose Cuervo and Verizon. Most recently, he was senior evp and director of digital services, overseeing DraftDigital, the interactive unit he founded in 1999.

Prior to joining the IPG direct marketing agency, Maher was vp and account director at Omnicom Group’s Rapp Collins in New York for about a year. He also spent eight years at American Express, where he led a number of database-marketing and loyalty initiatives.