Montini Signs On With MARC

Tony Montini, who has a degree in mathematics from Duquesne University in Pittsburgh, admits to being “pretty process-oriented.” But he recognizes where hard calculation ends and the more mysterious part of the advertising business takes over.

“I try to bring some structure and not get in the way of the creativity,” said Montini, 52, who recently joined Pittsburgh-based MARC USA as svp, director of retail marketing, a new post.

Montini, who reports to MARC CEO Michele Fabrizi, will attempt to match brands and retailers for the agency. “It’s a slightly different way of looking at manufacturing and marketing,” he said. “Retailers are looking for ways to differentiate themselves from competitors. One way to brand themselves is to associate themselves with brand products in a different way.”

Creative results of such co-branding could include everything from in-store work to TV, radio and print, he said.

Until joining MARC, Montini has spent his career on the client side. He had been consulting for the last year, following a brief stint as svp of category management at Rite Aid, a MARC client. In that job, as well as in an earlier post with the chain, he got to know MARC chairman Tony Bucci. That led to his new appointment, which represents a homecoming for the Pittsburgh native.

Montini, who also has an MBA from Case Western Reserve University, began his career in distribution and warehousing—now known as “logistics,” he noted. A well-travelled executive, he has spent time in Cleveland, Harrisburg, Pa., Indianapolis and Detroit, mostly in merchandising and purchasing positions. “[It’s] a good way to round out my marketing career,” said Montini of his new job at MARC.

Married, with one son, Montini said free time is rare. But when he gets some, he can be found on the golf course.