Moroch Makes Moves: Cole to Direct Media, Smiley to Head Olds




DALLAS-Moroch & Associates has hired W.B. Doner & Co. vet Don Cole to head media at the $50 million agency and shifted longtime media director Gayle Smiley to a new post overseeing its Oldsmobile account.
Cole, who was hired after a national search, becomes senior vice president and corporate media director at Moroch. He moves from Doner, Baltimore, where he worked for 20 years.
“Our account base is in multi-unit retail, and Don has that background, but I think he’ll also give us the ability to expand our focus in other areas,” Moroch chairman Pat Kempf said.
Kempf said the shift was made because of Smiley’s growing interest in the Oldsmobile business. He said the new arrangement allows him to devote more of his time to other agency management issues.
Smiley assumes a new account director’s post on Oldsmobile and will oversee the agency’s work on more than 60 local marketing groups as well as national projects for the General Motors division.
Kempf said the agency has moved staffers to new disciplines before but not at such a high level.
At Doner, Cole worked on accounts including British Petroleum, Eck-erd Drugs, Arby’s and Lowe’s. Smiley has been Moroch & Associates’ media director for 13 years.
Kempf said the new appointments are part of an ongoing process to step up the profile and new business prospects at the Dallas agency. Those efforts include the hiring last September of Dave Longfield from DDB Needham Dallas as the agency’s first chief creative officer.